Robots enter the World Cup, shifting how large-scale events are run and experienced
Updated
April 8, 2026 10:35 AM
Hyundai Motor Company Dealership, Alabama, US. PHOTO: ADOBE STOCK
As the FIFA World Cup 2026 approaches, attention is beginning to shift beyond the matches themselves to how an event of this scale is organised and run. Managing teams, coordinating venues and handling large crowds requires a system that works with precision. This time, robotics is set to become part of that system.
Hyundai Motor Company, a long-time FIFA partner, is expanding its role for the 2026 tournament. Alongside its traditional responsibility of providing vehicles for teams, officials and media, the company will introduce robotics in collaboration with Boston Dynamics. Robots including Atlas and Spot are expected to be deployed at selected venues.
According to the announcement, these systems will be used to support tournament operations while contributing to safety and efficiency. They will also play a role in shaping how fans experience the event, indicating a broader use of technology within the tournament environment. While specific use cases have not been detailed, the inclusion of robotics reflects a growing effort to integrate advanced systems into large-scale public events.
The direction was introduced through the company’s global campaign, “Next Starts Now,” unveiled at the 2026 New York International Auto Show. The campaign is positioned around its wider focus on innovation across mobility and robotics, aligning with its long-standing partnership with FIFA, which now spans more than two decades. As part of the 2026 tournament, the company will also deploy its largest mobility fleet to date, working alongside these newer systems across venues.
Beyond operations, the initiative extends into community engagement. Youth football camps are set to take place across four host cities in the United States—Atlanta, Miami, New Jersey and Los Angeles—targeting children between the ages of six and twelve. A global drawing programme will also invite young fans to submit artwork supporting their national teams, with selected designs to be featured on official team buses during the tournament.
Taken together, the introduction of robotics alongside existing infrastructure points to a gradual shift in how major events are supported. Rather than operating only behind the scenes, technology is becoming more visible within the event itself. How these systems perform in a live, large-scale setting will become clearer once the tournament begins.
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Can SPhotonix’s optical memory technology protect data better than today’s storage?
Updated
January 8, 2026 6:32 PM
SPhotonix's 5D Memory Crystals™. PHOTO: SPHOTONIX
SPhotonix, a young deep-tech startup, is working on something unexpected for the data storage world: tiny, glass-like crystals that can hold enormous amounts of information for extremely long periods of time. The company works where light and data meet, using photonics—the science of shaping and guiding light—to build optical components and explore a new form of memory called “5D optical storage”.
It’s based on research that began more than twenty years ago, when Professor Peter Kazansky showed that a small crystal could preserve data—from the human genome to the entire Wikipedia—essentially forever.
Their new US$4.5 million pre-seed round, led by Creator Fund and XTX Ventures, is meant to turn that science into real products. And the timing aligns with a growing problem: the world is generating far more digital data than current storage systems can handle. Most of it isn’t needed every day, but it can’t be thrown away either. This long-term, rarely accessed cold data is piling up faster than existing storage infrastructure can manage and maintaining giant warehouses of servers just to keep it all alive is becoming expensive and environmentally unsustainable.
This is the problem SPhotonix is stepping in to solve. They want to store huge amounts of information in a stable format that doesn’t degrade, doesn’t need electricity to preserve data and doesn’t require constant swapping of hardware. Instead of racks of spinning drives, the idea is a durable optical crystal storage system that could last for generations.
The company’s underlying technology—called FemtoEtch™—uses ultrafast lasers to engrave microscopic patterns inside fused silica. These precisely etched structures can function as high-performance optical components for fields like aerospace, microscopy and semiconductor manufacturing. But the same ultra-controlled process can also encode information in five dimensions within the crystal, transforming the material into a compact, long-lasting archive capable of holding massive amounts of information in a very small footprint.
The new funding allows SPhotonix to expand its engineering team, grow its R&D facility in Switzerland and prepare the technology for real-world deployment. Investors say the opportunity is significant: global data generation has more than doubled in recent years and traditional storage systems—drives, disks, tapes—weren’t designed for the scale or longevity modern data demands.
While the company has been gaining attention in research circles (and even made an appearance in the latest Mission Impossible film), its next step is all about practical adoption. If the technology reaches commercial viability, it could offer an alternative to the energy-hungry, short-lived storage hardware that underpins much of today’s digital infrastructure.
As digital information continues to multiply, preserving it safely and sustainably is becoming one of the biggest challenges in modern computing. SPhotonix’s work points toward a future where long-lasting, low-maintenance optical data storage becomes a practical alternative to today’s fragile systems. It offers a more resilient way to preserve knowledge for the decades ahead.