Hyundai and BTS Just Dropped a 2022 World Cup Song

BTS have teamed up with everyone from Nicki Minaj to Coldplay, but the boyband's latest collaboration might surprise fans. With the countdown to World Cup 2022, the boyband has been selected by FIFA sponsor Hyundai to promote its "Goal of the Century" sustainability campaign, which is using the momentum around the Qatar soccer tournament to drive awareness of its carbon-neutral strategy. As part of the initiative, BTS has re-recorded a "British rock remix" of their hit "Yet to Come" to galvanize young people to "unite toward one goal of sustainability" ahead of the Nov. 20 kickoff. A 1-minute preview of the full track launched on Sept. 22, with updated lyrics that reflect Hyundai's campaign message. View this post on Instagram A post shared by Hyundai Worldwide (@hyundai) The music video will underscore Hyundai’s ambition to transform into a "smart mobility" business, featuring a Boston Dynamics robot named Spot. To capitalize on BTS' huge social following, the brand will also launch a TikTok dance challenge globally based around the "Goal of the Century" principles. World Cup Songs aren't new territory for brands: For the 2014 FIFA World Cup in Brazil, Coca-Cola released 32 versions of the same song to reflect the competitors' different languages and cultures. Hyundai’s Brand Journey Continues to Bypass the Super Bowl The Qatar World Cup 2022 is expected to draw a global audience of 5 million over the course of its month-long broadcast. Hyundai is among brand partners ramping up activity in the lead-up to the opening ceremony along with Coca-Cola, Adidas and Qatar Airways. Soccer meets sustainability The South Korean carmaker has been tying its World Cup sponsorship to its sustainability goals since April, announcing the strategy in tandem with a mission to achieve carbon neutrality by 2045 "at all stages of its production and operation." The automaker has been leaning on star power to push the message, introducing a high-profile group of ambassadors dubbed "Team Century to front various green projects throughout 2022. As well as BTS, this group includes former England national team player Steven Gerrard, Afghan refugee soccer player and Danish Unesco ambassador Nadia Nadim and American fashion designer Jeremy Scott. In line with the campaign message, Hyundai plans to provide eco-friendly vehicles for national teams, VIPs and event officials during the FIFA World Cup, the first time such vehicles will be included in the official event fleet. Despite these commitments, Hyundai faced criticism in May over plans to build a large gas-powered car plant near its Ulsan factory, which climate activists said contradicted its promise to shift entirely to clean energy. In July, the carmaker scrapped the build and said it was reviewing next steps. The upcoming FIFA World Cup 2022 is itself mired in controversy, with more than 6,500 migrant workers from South Asia having died in Qatar while building the venues for the tournament. Earlier in September, human rights groups including Amnesty International urged sponsors to pressure football's global governing body to compensate workers abused during preparations for its flagship event. Coca-Cola Rolls Out First Spot for 2022 FIFA World Cup

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Hyundai and BTS Just Dropped a 2022 World Cup Song

The South Korean automaker taps K-pop talent ahead of Qatar tournament

Rebecca Stewart

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Rebecca Stewart