Youth player support film unveiled

660 vehicles deployed with shuttle service

Key visual for "Hero Film," which features youth players stepping onto the World Cup stage alongside football legends from around the world. [Kia]
Key visual for "Hero Film," which features youth players stepping onto the World Cup stage alongside football legends from around the world. [Kia]

Kia announced Friday that, as the official mobility partner of FIFA World Cup 2026, it is rolling out a series of global campaigns inviting youth players and football fans worldwide to take part in the tournament.

To mark the World Cup's opening Thursday, Kia released a brand film titled "Hero Film," tied to its brand message: "Inspiration connects us all."

The film follows a youth player selected for Kia's Official Match Ball Carrier program as they take the World Cup stage, cheered on by football legends including Thierry Henry. Kia uses the film to convey that the World Cup experience can inspire the next generation of players and open new possibilities for their growth.

During the tournament, which runs from Friday through July 10, Kia will operate exhibition booths at match venues and host cities including Los Angeles and Dallas. The exhibition spaces are designed in a triangular structure symbolizing the three co-host nations — the United States, Canada and Mexico — and will offer brand experiences blending football and mobility through themed vehicle displays and a customized player card creation program.

Kia will also deploy a large fleet of vehicles to support tournament operations, providing 660 units of key North American models — including the Telluride, Sportage, Carnival, EV9 and K4 — to support matches and events. In Los Angeles and Vancouver, Canada, the company will run a shuttle service using approximately 70 vehicles.

The shuttle vehicles' infotainment systems will feature a dedicated World Cup display theme and a "49th Team" theme representing the youth players in the OMBC program, offering passengers a distinctive experience during transit.

"Through FIFA World Cup 2026, we want to offer football fans around the world an experience that connects them through various forms of inspiration," a Kia official said. "We will continue to find new ways to connect people and inspiration, going beyond mobility."

Kia has served as FIFA's official mobility partner since 2007 and plans to provide innovative mobility solutions at FIFA-organized global tournaments through 2030.


eyre@heraldcorp.com