Hyundai unveils Atlas robot's latest skills at FIFA World Cup ahead of 2028 production plans

Humanoid robots stepped out of research labs and into one of the world's most-watched sporting events this weekend as Hyundai Motor used the 2026 FIFA World Cup to demonstrate the growing capabilities of Atlas, the bipedal robot developed by its subsidiary, Boston Dynamics.

The robot appeared before the Round of 16 clash between Brazil and Norway at New York/New Jersey Stadium, entertaining fans with football-inspired celebrations before delivering the match ball to the referee. While the performance captured attention inside the stadium, Hyundai's broader objective extended far beyond the spectacle. The company used the event to underline that Atlas is approaching commercial readiness as it prepares to introduce thousands of humanoid robots into manufacturing operations over the coming years.

The appearance was Atlas's first live public outing since Hyundai unveiled its production-ready version at the Consumer Electronics Show (CES) earlier this year. The South Korean carmaker has said it intends to begin large-scale production of the humanoid robot in the United States from 2028, targeting annual output of up to 30,000 units. The machines are expected to be deployed primarily at Hyundai's manufacturing facilities in Georgia.

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From football celebrations to factory floors

Rather than limiting Atlas to carefully controlled demonstrations, Hyundai chose a dynamic sporting environment to test how the robot performs in front of large crowds and under less predictable conditions.

Before kick-off, Atlas walked through the players' tunnel before recreating several recognisable football celebrations. These included Brazilian striker Matheus Cunha's surfing celebration and South Korean captain Son Heung-min's well-known camera pose. The robot then presented the official match ball to the referee, marking a symbolic moment that blended robotics with one of football's biggest tournaments.

The performance formed the final chapter of Hyundai's "School of Football" campaign, a series documenting how Atlas learned increasingly complex football movements. Among them was the "Ghost Rabona", a deceptive kicking technique famously associated with football icons Pelé and Diego Maradona. Hyundai, a long-time FIFA sponsor since 1999, is serving as the tournament's official robotics partner this year.

According to the company, the campaign was designed to illustrate that modern humanoid robots are becoming capable of operating beyond structured laboratory environments by learning sophisticated physical movements while responding to changing surroundings.

Real-world testing offers valuable engineering insights

For Hyundai and Boston Dynamics, the World Cup demonstration was as much an engineering exercise as a marketing opportunity.

Unlike smooth indoor testing facilities, a football pitch introduces variables such as uneven terrain, softer surfaces and reduced traction. These conditions provide valuable data on how Atlas maintains balance and adapts its movements, knowledge that could eventually improve its performance inside industrial workplaces where environments are rarely identical.

Speaking to Bloomberg News, Alberto Rodriguez, director of robotics behaviour at Boston Dynamics, explained the progress behind the robot's movement capabilities.

"Atlas has now learned to execute and imitate that motion in a reliable manner so that it can adapt to whatever happens in a real instance," Rodriguez said. "The way that this system works in simulation is scalable enough."

Rodriguez added that public demonstrations also serve another purpose by helping people better understand where humanoid robotics is heading. He said the technology is "supposed to transform manufacturing first, and then our daily lives in the next decade."

Despite growing enthusiasm around humanoid robots, their increasing presence has also raised concerns about the future of work. Labour groups in several industries have questioned whether automation could displace workers, and Hyundai's own labour union has reportedly asked management to consult employees before introducing humanoid robots into production facilities as part of ongoing wage negotiations.

Rodriguez acknowledged that showcasing Atlas at a football tournament was an unconventional choice but said relatable demonstrations help explain the technology's broader potential.

"We always like challenges that maybe have a fun connection to something people can connect with, in this case soccer," he said. "But we know that it's going to translate into benefits overall."

As Hyundai accelerates plans for mass production, Atlas's appearance at the FIFA World Cup suggests the company sees public demonstrations not simply as entertainment, but as an important step towards building confidence in humanoid robots before they become a common sight on factory floors.