FINANCE

Sungwon Jee Executive Vice President and Global Chief Marketing Officer

Hyundai Motor Group

HYUNDAI MOTOR GROUP’ S partnership with FIFA aims to assist officials and athletes with transportation, autonomous driving technologies and future mobility services throughout the World Cup and other global sport tournaments. The agreement also features group subsidiary Boston Dynamics, providing the World Cup with new and innovative technologies – such as using match footage to further train the abilities and movement of its robotics models – and furthering its parent company’ s scale throughout the global event. Technology campaigns include Hyundai’ s School of Football featuring Boston Dynamics’ humanoid robot Atlas. The campaign uses football to represent a universal language, exploring the

future of human-centered robotics through expression, emotion and sport. Additionally, Hyundai has created a campaign that incorporates a style of user-focused content. Its Be There With Hyundai campaign invites children all around the world to express and showcase their culture and love of football directly onto their team’ s bus.“ This initiative is designed to turn the next generation’ s dreams into reality by giving them a meaningful place in the tournament itself,” says Sungwon Jee, Executive Vice President and Global Chief Marketing Officer, in an official company statement.“ This journey from inspiration to reality reinforces Hyundai Motor’ s belief that the next generation is essential to building a better, more connected future for all.”