Month: June 2026

Political campaigns and committees spent $740,330 on World Cup advertising during the first two U.S. matches, according to an analysis by AdImpact for POLITICO.

An artificial intelligence regulation PAC and two political groups allied with Sen. Susan Collins (R-Maine) emerged among the top spenders on TV ads.

Jobs and Democracy PAC, led by former Reps. Chris Stewart (R-Utah) and Brad Carson (D-Okla.) and aimed at backing Republican and Democratic candidates “committed to defending the public interest against those who aim to buy their way out of sensible AI regulation,” spent $240,000 on ads during the U.S. match against Australia on June 19.

Stronger America, an issue advocacy 501(c)(4) organization aligned with Collins, spent $149,000 across the June 12 and June 19 U.S. matches. And Pine Tree Results PAC, also aligned with Collins, spent $76,000 across both matches.

Republicans view Maine’s Senate race, which pits Collins against Democrat Graham Platner, as “the linchpin” in “this year’s fight for control of the Senate,” they have told donors.

“The first U.S. World Cup game was the most watched soccer broadcast in American history,” a GOP operative working on the Maine Senate race, who was granted anonymity to speak candidly, previously told POLITICO. “Maine markets are performing better than national average and the critical Portland DMA has a significant soccer fan base.”

The American Israel Public Affairs Committee super PAC, United Democracy Project, was another big spender, dropping $58,150 during the first U.S. match.

House Majority Forward, the nonprofit aligned with House Democratic leadership, spent $13,450 during the first match. One Nation, the Senate GOP leadership-aligned group, spent $14,500 across both matches.

A collection of other senatorial and gubernatorial candidates also backed ads throughout the first matches. Businessman Perry Johnson, who is running for Michigan governor, spent $43,270.

“In a Michigan summer when people spend more time outside rather than watching regular programming, you have to go to where there are eyeballs,” John Yob, Johnson’s general consultant, told POLITICO. “World Cup games have become opportunities for friends to gather and watch outdoor TVs on decks, at the lake, and at outdoor bars across the state.”

​Politics

NEW YORK — As South Korea’s largest automobile manufacturer, Hyundai Motor Group is known for its cars. But now, as one of FIFA’s longest-running commercial partners, it’s using the World Cup stage to announce a new focus: robots.

That ambition is clearly laid out in the FIFA Museum presented by Hyundai in New York City. At the iconic 50 Rockefeller Plaza, a robot dog greets visitors at the entrance, nodding its head up and down and shaking its hind. Another humanoid robot, referred to as Atlas, strikes a pose by the door. Above that door, there’s a banner of Atlas rejoicing with its arms up. Inside the building, Atlas stands with a soccer ball in its hands — it’s a popular photo spot with children.

And once inside the elevator leading up to the exhibition hall, the closing doors reveal yet another picture of Atlas, merged into the iconic image of Diego Maradona hoisting the World Cup trophy in 1986. The robots, they are everywhere.

Aside from the museum, Hyundai has also released a five-part documentary on teaching Atlas to play soccer as part of its World Cup marketing. And to cement the role of its robots in the tournament, a number of its robot dogs have been deployed in stadiums to patrol the area for added security.

The incessant display of robots is meant to send a message: Hyundai is now a robotics company — and it wants the world to know. What better place to advertise that than the largest sporting event on the planet?

Hyundai’s robotics ambitions began in earnest in 2020, when the automaker agreed to acquire a controlling stake in Boston Dynamics, the company behind Atlas and the dog-like robot Spot. Since then, the company has increasingly positioned itself as more than a carmaker, describing robotics as a core pillar of its future and investing in robots that can automate factory work and assist with other industrial tasks. The World Cup campaign is the latest step in that bid.

The effort, of course, is not without controversy. Hyundai’s plan to stock its factories in South Korea with robots has met strong resistance from its union, which fears that the humanoid robots will one day replace factory workers. As talks to negotiate wages and the deployment of these robots has stalled, the union overwhelmingly voted Wednesday to authorize a strike. Industrial action from the union, which is considered one of the largest and most influential in South Korea, would be a blow for Hyundai and cost the company hundreds of millions of dollars.

That labor dispute is notable because it could land in the U.S. as well: Hyundai plans to deploy its Atlas humanoid robots in the U.S. by 2028, starting with the Hyundai Motor Group Metaplant America in Georgia, ultimately deploying more than 25,000 robots.

It’s why the PR push for Atlas during the World Cup is so crucial to Hyundai. Hyundai Motor Group is one of FIFA’s select group of global sponsors, ensuring that no other automakers can advertise at official World Cup locations worldwide. When Hyundai renewed its sponsorship contract with FIFA in 2023, it included Boston Dynamics to “showcase future mobility solutions,” as a press release put it at the time.

Within the FIFA Museum, visitors look at the robots with awe rather than the fear associated with job loss and an uncertain future. At a table dedicated to miniature Atlas figures recreating iconic goal celebration poses — Lionel Messi raising his fingers to the sky, Son Heung-min making a camera gesture, Cristiano Ronaldo throwing his arms down — people lean in to take pictures, widening their eyes at the display.

“Mobility and robotics turn every match into a glimpse of new talent, energy, and possibilities,” a nearby sign about Hyundai’s future reads — a promise of optimism that can only be bottled inside the World Cup bubble.

​Politics