Hyundai Auto Canada used Canada’s FIFA World Cup debut on home soil to shine a spotlight on childhood cancer awareness through its Hyundai Hope on Wheels program.
The automaker, an official mobility partner of FIFA World Cup 2026, said a specially branded Hyundai Santa Fe led Team Canada’s bus to its opening match, replacing the traditional vehicle used as part of Hyundai’s global “Be There With Hyundai” campaign.
The vehicle featured Hyundai Hope on Wheels branding, drawing attention to the program’s efforts to support pediatric cancer research and care across Canada.
“As Canada rallies behind its team, Hyundai stands behind every child facing cancer in this country,” said Steve Flamand, President and CEO of Hyundai Auto Canada Corp, in a statement. “Being alongside Canada’s team bus showcases national pride with purpose that goes far beyond the pitch.”
Hyundai launched Hyundai Hope on Wheels in Canada in 2025. The program directs funding from new Hyundai vehicle sales toward pediatric cancer care and research initiatives.
According to the company, support from its network of 225 dealers helped generate $4 million in contributions to 16 pediatric hospitals across Canada during the program’s first year.
Hyundai said it plans to expand its efforts in 2026, with another cross-country tour that will include visits to pediatric hospitals and care centres. The tour will feature donations as well as the program’s Handprint Ceremony, where children receiving cancer treatment place painted handprints on a Hyundai vehicle.
The automaker said the World Cup appearance was intended to amplify awareness of the program’s mission on a global stage.
The Hyundai Hope on Wheels Santa Fe that accompanied Team Canada’s bus served as a symbol of support for children and families affected by cancer, while highlighting the company’s broader commitment to pediatric cancer initiatives across the country.
