The robots are coming ... for the beautiful game
Why this matters: political developments that affect policy direction and public trust.
NEW YORK — As South Korea’s largest automobile manufacturer, Hyundai Motor Group is known for its cars. But now, as one of FIFA’s longest-running commercial partners, it’s using the World Cup stage to announce a new focus: robots. That ambition is clearly laid out in the FIFA Museum presented by Hyundai in New York City. At the iconic 50 Rockefeller Plaza, a robot dog greets visitors at the entrance, nodding its head up and down and shaking its hind. Another humanoid robot, referred to as Atlas, strikes a pose by the door. Above that door, there’s a banner of Atlas rejoicing with its arms up. Inside the building, Atlas stands with a soccer ball in its hands — it’s a popular photo spot with children. And once inside the elevator leading up to the exhibition hall, the closing doors reveal yet another picture of Atlas, merged into the iconic image of Diego Maradona hoisting the World Cup trophy in 1986. The robots, they are everywhere. Aside from the museum, Hyundai has also released a five-part documentary on teaching Atlas to play soccer as part of its World Cup marketing. And to cement the role of its robots in the tournament, a number of its robot dogs have been deployed in stadiums to patrol the area for added security. The incessant display of robots is meant to send a message: Hyundai is now a robotics company — and it wants the world to know. What better place to advertise that than the largest sporting event on the planet? Hyundai's robotics ambitions began in earnest in 2020, when the automaker agreed to acquire a controlling stake in Boston Dynamics, the company behind Atlas and the dog-like robot Spot. Since then, the company has increasingly positioned itself as more than a carmaker, describing robotics as a core pillar of its future and investing in robots that can automate factory work and assist with other industrial tasks. The World Cup campaign is the latest step in that bid. The effort, of course, is not without controversy. Hyundai’s plan to stock i