A promotional poster for Hyundai Motor's "Legacies of Champions" FIFA Museum exhibition at Rockefeller Center in New York / Courtesy of Hyundai Motor
Hyundai Motor Company, in collaboration with the FIFA Museum, announced Wednesday the opening of “Legacies of Champions,” a sprawling exhibition in New York dedicated to the history and future of the world’s most-watched sporting event.
The showcase, which runs from June 11 to July 19, marks a high-profile cultural activation ahead of the FIFA World Cup 2026. Visitors will be greeted by a rare assembly of football artifacts, ranging from the original Jules Rimet Trophy to the jerseys of all 48 nations competing in the upcoming tournament. The exhibit is a curated journey through a century of human drama — capturing not just the euphoria of victory, but the poignant stumbles and heartbreaks that define the sport's narrative.
Beyond the nostalgia of leather balls and vintage kits, the exhibition pivots toward the future. Hyundai, a FIFA partner for 27 years, is using the Manhattan stage to debut its vision of "Next Starts Now." This includes a notable collaboration with Boston Dynamics, integrating advanced robotics into the fan experience. Through interactive displays, the Korean automaker seeks to demonstrate how autonomous technology might soon redefine how fans interact with global spectacles.
"We aim to reflect on the rich heritage of the World Cup while presenting new possibilities through innovative technology," said Hyundai Motor Senior Vice President Jee Sung-won.
As part of the city’s broader World Cup festivities, an outdoor "Fan Village" will occupy the North Plaza starting July 6, offering youth-focused programming and trivia. For those looking to stand inches away from the iconic FIFA World Cup Trophy, which will make a special appearance during the run, the exhibition offers a rare, free-to-the-public glimpse at the gold that drives a global obsession.
This article was published with the assistance of generative AI and edited by The Korea Times.
Source: Korea Times News
