FIFA renews partnership with Hyundai and Kia

Major South Korean automakers Hyundai and Kia have renewed their commercial ties with FIFA, the organisation that governs world football, until 2030. The automobile brands, both of which are part of the larger Hyundai Motor Group, will remain FIFA’s official mobility partners through the arrangement.

Boston Dynamics and Supernal, two other Hyundai Motor Group firms, will join FIFA as business partners as a result of the arrangement. The group’s “primary affiliate in robotics” is Boston Dynamics, while Supernal is an advanced air mobility unit.

According to the agreement, these properties will join the FIFA’s sponsorship portfolio for a period of time that includes important events like this year’s Women’s World Cup and the 2026 Men’s World Cup.

Hyundai and Kia will continue to participate in transportation operations at FIFA’s international tournaments as the football body’s mobility partners. Their extensive networks of distribution will make it possible to create vehicle lineups that “will satisfy all FIFA transportation requirements”.

Meanwhile, Boston Dynamics and Supernal will profit from “exciting opportunities for the future mobility brands to showcase their expertise, technologies, and sustainable approach to innovation”.

FIFA President, Gianni Infantino, said: 

“We’re thrilled to continue our long-standing partnerships with Hyundai and Kia. Over the years, they have consistently demonstrated their commitment to supporting FIFA, and we value their dedication to enhancing the overall experience at our tournaments. As we enter this new era together, we’re excited about the prospects that lie ahead with the addition of Boston Dynamics and Supernal.”

Karl Kim, President, Hyundai Motor Group, added:

“As we embark on this renewed collaboration, we look forward to showcasing the capabilities of our mobility solutions and partner brands on a global scale. Together with FIFA, we aim to inspire and unite fans around the world through the power of football.”