For the 2026 FIFA World Cup, a FIFA Museum was created at Radio Park inside New York's Rockefeller Center, spotlighting FIFA's history and legacy while conveying the brand vision and future message of official sponsor Hyundai Motor Company. Themed 'Legacies of Champions,' the exhibition showcases iconic World Cup moments since 1930 through historic jerseys, artifacts, and digital content, while Spot and Atlas robots and a soccer-field-inspired zone deliver an immersive brand experience.