# Bloomberg Covers Hyundai Atlas Live FIFA World Cup 2026 Robotics Integration

_Sunday, July 5, 2026 at 8:00 AM EDT · Robotics · Latest · Tier 2 — Notable_

Bloomberg reported that Hyundai Motor Co. showcased its Atlas humanoid robot at the 2026 FIFA World Cup during a Round of 16 match between Brazil and Norway at the New York/New Jersey Stadium on July 5. The robot, developed by Hyundai's Boston Dynamics unit, walked through the player tunnel and performed several goal ceremonies. These included Brazilian forward Matheus Cunha's surfing celebration and South Korean star Son Heung-min's camera gesture. Atlas then handed the match ball to referee Ismail Elfath before the second half. The appearance marked the robot's first live public demonstration since its production-ready version was unveiled at the CES technology show in January. Hyundai Motor Co. is gearing up for mass production and factory deployment of the robot, according to the report. The demonstration highlighted the company's technical progress on football's biggest stage.

## Sources

- [Bloomberg](https://www.bloomberg.com/news/articles/2026-07-05/hyundai-motor-showcases-humanoid-at-world-cup-in-robotics-push)

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Retrieved: 2026-07-07T14:24:30.933Z
Publisher: Tech & Business (techandbusiness.org)