Exhibition runs through July 19 at Rockefeller Center

Show traces 100 years of World Cup history and Hyundai's sponsorship journey

From left: Ji Sung-won, executive vice president and head of brand marketing at Hyundai Motor Co; Marco Fazzone, director of the FIFA Museum; FIFA President Gianni Infantino; and Alex Lasry, CEO of the FIFA World Cup 2026 New York New Jersey Host Committee, attend the museum's opening ceremony, where the Jules Rimet Trophy — the original World Cup prize — was unveiled. [Hyundai Motor Co]
From left: Ji Sung-won, executive vice president and head of brand marketing at Hyundai Motor Co; Marco Fazzone, director of the FIFA Museum; FIFA President Gianni Infantino; and Alex Lasry, CEO of the FIFA World Cup 2026 New York New Jersey Host Committee, attend the museum's opening ceremony, where the Jules Rimet Trophy — the original World Cup prize — was unveiled. [Hyundai Motor Co]

Hyundai Motor Co has opened a FIFA Museum in New York, a commemorative exhibition tracing 100 years of World Cup history, as the automaker looks to engage global football fans ahead of this summer's tournament.

Hyundai Motor held the museum's opening ceremony Sunday at Radio Park inside Rockefeller Center in Manhattan. The museum will run a special exhibition tied to the FIFA World Cup 2026 from Tuesday through July 19.

The ceremony was attended by Ji Sung-won, executive vice president and head of brand marketing at Hyundai Motor; FIFA President Gianni Infantino; FIFA Museum Director Marco Fazzone; and Italian football legends Roberto Baggio, Marco Materazzi and Christian Vieri.

The FIFA Museum is a football culture space that Hyundai Motor has operated in host cities since the 2018 Russia World Cup. This year's edition is housed at Radio Park within Rockefeller Center and offers free admission under the theme "Legacy of Champions."

The exhibition is part of Hyundai Motor's global campaign "Next Starts Now" and presents iconic moments from a century of FIFA World Cup history alongside the story of the company's official FIFA partnership, which began in 1999.

The exhibition features historic World Cup uniforms and artifacts, digital interactive content, and displays spotlighting champions from different eras. Works selected through "Be There With Hyundai" — Hyundai Motor's fan participation competition that has run since the 2006 Germany World Cup — will also be on display.

Boston Dynamics' quadruped robot Spot and humanoid robot Atlas — both from Hyundai Motor Group's robotics subsidiary — will greet visitors throughout the venue and showcase the group's vision for future mobility.

Starting July 6, an outdoor experience zone will open alongside the exhibition. Visitors can take part in quiz games and shooting challenges in a football-themed area, and participants will receive commemorative balloons made using the Ioniq 9's Vehicle-to-Load function. Additional attractions include a cooling system powered by the Ioniq 9's V2L technology, a cheering performance by Spot, and a stadium-style LED display board.

"This exhibition celebrates the history of football and highlights the sport's power to connect people across generations," Ji said. "The special value of football in uniting the world is exactly why Hyundai Motor supports this sport, and it is the spirit behind 'Next Starts Now.'"

FIFA Museum Director Fazzone said he was delighted to bring the exhibition to New York — a key World Cup host city — with Hyundai Motor's support. "We hope fans from around the world will connect with one another, share inspiration, and feel the magic of this beautiful sport through this special exhibition," he added.

Meanwhile, as the official mobility partner of the FIFA World Cup 2026, Hyundai Motor will provide a record total of 1,500 vehicles during the tournament — 994 passenger cars, including the Palisade, Santa Fe, Tucson, Kona, Avante and Creta, along with 506 buses.


eyre@heraldcorp.com