Hyundai, Kia and a growing number of Chinese automakers are using the 2026 FIFA World Cup to strengthen their presence in Mexico, where the tournament has become one of the country’s largest marketing platforms. According to Soccer Media, automotive brands accounted for 42% of all advertising placements during Mexico’s three group-stage matches, demonstrating how manufacturers are leveraging the tournament to increase brand awareness, support vehicle launches and reinforce long-term commercial strategies.
Soccer Media reported that one out of every three advertisements aired during Mexico’s matches came from an automotive company. Automotive advertisements generated an average television rating of 5.71%, more than double the 2.37% average recorded during other tournament matches.
“These figures confirm that Mexico’s matches represent the tournament’s premium advertising inventory, where brands concentrate their largest communication efforts,” Soccer Media said.
Hyundai and Kia continue to lead the category through their status as FIFA’s official automotive partners. Their sponsorship agreements allow both companies to support tournament logistics while maintaining extensive advertising campaigns across television and digital media.
Hyundai generated 94.5 million audience impressions during the tournament and recorded an average rating of 3.35%. Kia reached 81.9 million impressions with an average rating of 3.48%. Together, the two South Korean automakers accounted for approximately 55% of the total audience generated by automotive advertisers during Mexico’s matches.
Hyundai complemented its advertising campaign by introducing special N Line editions of the Creta and Tucson Hybrid tied to the World Cup.
“With these Special Editions, we want our customers to become part of this story today, accompanying them on every journey toward the World Cup. More than vehicles, we are presenting a way to experience this event,” said Edgar Carranza, CEO, Hyundai Motor Mexico.
Kia also aligned its product strategy with the tournament by introducing 1,400 limited-edition versions of the K3, K4 and Sportage featuring design elements inspired by the Mexican flag.
“We want to take full advantage of the World Cup. Kia makes a significant investment every four years in the tournament, so we have been preparing for this well in advance,” said Horacio Chávez, CEO, Kia Mexico.
The partnership extends beyond advertising. Kia supplied 660 vehicles for delegations, officials and tournament personnel, while Hyundai provided 994 passenger vehicles and 506 buses for transportation during the competition. Both companies recently renewed their FIFA partnership through 2030, expanding their collaboration to include autonomous driving technologies and mobility services for future tournaments.
The World Cup campaign also aligns with Hyundai’s broader business strategy in Mexico. The company is evaluating the construction of a manufacturing plant requiring an investment of more than US$2 billion with annual production capacity of between 250,000 and 300,000 vehicles.
Carranza said the investment decision will depend on the outcome of the upcoming review of the United States-Mexico-Canada Agreement and progress toward a free trade agreement between Mexico and South Korea.
Chinese automakers have also increased their World Cup advertising as they continue expanding their presence in Mexico. Soccer Media identified BYD, Chirey, Geely, Changan and Jaecoo among the brands increasing their marketing activity during the tournament. BYD recorded one of the highest average audience ratings in the automotive category at 4.99%, reflecting a strategy focused on high-viewership broadcasts.
Geely expanded its football marketing strategy by appointing Mexican national team defender Israel Reyes as a brand ambassador and promoting its campaign, “The World’s Car Made for You.”
“For Geely, bringing Israel Reyes on board as an ambassador represents an opportunity to connect with consumers through an authentic platform. Israel reflects values we share as a brand: discipline, confidence, continuous growth and the ambition to go further,” said Ricardo González, Marketing and Communications Director, Geely Mexico.
The company also maintains sponsorship agreements with Club América and Adidas Splits as part of a broader sports marketing strategy.
