Serving as the official mobility partner for the FIFA World Cup 2026, Hyundai Auto Canada leveraged the national team’s historic tournament debut on home soil to elevate its Hyundai Hope on Wheels (HHoW) philanthropic platform. 

A specially wrapped Santa Fe SUV led Team Canada’s official transport bus to the match, turning a traditional corporate sponsorship asset into a global showcase for pediatric cancer awareness.

The corporate activation ties directly into a localized funding network driven by Hyundai’s 225 Canadian dealerships. Under the community program, a portion of the proceeds from every new Hyundai vehicle sold across Canada is allocated toward pediatric oncology research and specialized hospital care. Within its first year of domestic expansion, the dealer-supported initiative successfully distributed $4 million across 16 pediatric care facilities and research hospitals nationwide.

“As Canada rallies behind its team, Hyundai stands behind every child facing cancer in this country,” stated Steve Flamand, president and CEO of Hyundai Auto Canada Corp. 

For the remainder of the 2026 calendar year, the automotive manufacturer and its retail network aim to surpass previous donation thresholds while executing a national hospital tour featuring its signature Handprint Ceremony, where young patients leave painted handprints on designated Hyundai vehicle bodies as symbols of resilience.