Hyundai Motor Company and the FIFA Museum opened the FIFA Museum Presented by Hyundai at Rockefeller Center in New York City on June 8, 2026. Under the theme "Legacies of Champions," the exhibition celebrates nearly a century of FIFA World Cup history and Hyundai Motor Company's 27-year partnership with FIFA. The event features immersive fan experiences, robotics-powered exhibits, and historic artifacts, running from June 11 to July 19.

The opening ceremony was attended by FIFA President Gianni Infantino, Sungwon Jee, Executive Vice President and Global Chief Marketing Officer of Hyundai Motor Company, and Marco Fazzone, Managing Director of the FIFA Museum. The program included official remarks, a ceremonial ribbon-cutting, and a trophy unveiling, highlighting a defining moment in FIFA World Cup history.

Exhibition Highlights

The FIFA Museum Presented by Hyundai offers a free experience that connects football heritage with future innovation. Key features include:

• Iconic artifacts and jerseys from FIFA archives spanning from the 1930 inaugural tournament to the present day.
• Interactive storytelling illustrating how each FIFA World Cup has shaped global sport.
• Curated displays highlighting champions across decades and the cultural significance of the tournament.
• Robotics-driven reinterpretation of iconic FIFA World Cup moments through interactive exhibits.

Hyundai Motor's Vision and Campaigns

As the FIFA Museum's exclusive presenting partner for exhibitions in host countries, Hyundai Motor Company is creating experiences that connect football heritage with innovation. The exhibition features Hyundai Motor's global fan campaign, "Be There With Hyundai," which celebrates the next generation of football supporters. The display includes drawings by children aged 5-12 from around the world, with 48 selected artworks appearing on official National Team Buses during the tournament.

Visitor Experience and Logistics

Visitors can explore indoor and outdoor spaces across Rockefeller Center. The indoor exhibition is located on the 9th Floor of Radio Park and operates daily from 10:00 AM to 8:00 PM, with extended hours until 11:00 PM on selected dates in July. The outdoor Interactive Football Pitch at the North Plaza is open from July 6 to July 19, operating from 10:00 AM to 8:00 PM daily.

The outdoor pitch features a stadium-inspired interactive experience where fans test their knowledge by shooting a ball to answer trivia. Successful participants receive a celebratory balloon powered by an air pump connected via Hyundai IONIQ 9's Vehicle-to-Load (V2L) technology. The space also includes a cooling system powered by the same V2L technology.

Robotics Integration

Boston Dynamics' Spot and Atlas robots bring Hyundai Motor Group's robotics innovation to life. Spot engages fans throughout the venue, appearing at the opening ceremony, outdoor activations, and fan participation events from June 11 to July 4. Visitors can receive a FIFA Museum photocard and join a social media scavenger hunt for rewards. Atlas serves as a wayfinding guide in the Center Plaza and is on display in the FIFA Museum's first-floor lobby holding a FIFA World Cup 2026 Official Match Ball.