The FIFA Museum and Hyundai Motor Company have opened a free immersive exhibition called "Legacies of Champions" at Rockefeller Center in New York City [1, 2, 3].
This partnership provides a central hub for fans to engage with the history and culture of international football while the city hosts events for the FIFA World Cup 2026 [4, 5].
Located at 50 Rockefeller Plaza [4], the exhibit is open daily from 11 a.m. to 7 p.m. [1, 4]. The exhibition runs from June 11 to July 19, 2026 [1], spanning the duration of the tournament. Admission to the event is free for all visitors [1].
The collaboration aims to welcome football fans, families, and children from across the globe [4, 5]. By showcasing the sport's heritage, the organizers intend to enhance the fan experience during a tournament that features 48 teams [6].
This initiative coincides with Hyundai's broader marketing efforts for the event. The company recently debuted a 60-second campaign film titled "Next Starts Now" [7]. That film has reached approximately 180 countries [7].
The New York installation serves as a physical extension of this global outreach, blending the archival depth of the FIFA Museum with Hyundai's corporate sponsorship. Visitors can explore the evolution of the game through immersive displays designed to bridge the gap between historical achievements and the current competition [2, 3].
“The free immersive exhibition "Legacies of Champions" is open at Rockefeller Center.”
The placement of a high-profile FIFA Museum exhibit in New York City reflects the strategic effort to localize the World Cup experience in the U.S. By partnering with a global automotive giant like Hyundai, FIFA is leveraging corporate sponsorship to maximize public accessibility and brand visibility during the largest tournament expansion in the event's history.
