Protesters to rally against World Cup sponsor Hyundai before Mexico game | World Cup 2026
Hyundai will be targeted by protesters at a rally ahead of Thursday’s Group A match between Mexico and South Korea in Guadalajara over the World Cup sponsor’s business dealings with South American mining company Ternium.
A 2025 report by environmental group Mighty Earth criticized Hyundai’s involvement in what they described as a “dirty steel supply chain” as the South Korean motor company is a major buyer of iron ore from Ternium for use in steel production. Ternium has repeatedly faced criticism from campaign groups for its devastating environmental impacts and corporate governance policies, as well as allegations it was linked to the disappearance of two Mexican activists.
A rally will be held at Plaza de La Liberación in Guadalajara to highlight the fate of the 130,000 people missing in Mexico, some of whom worked in the mining industry.
Three years ago, two men disappeared in Guadalajara after criticizing Ternium for its role in the alleged destruction of rural areas. Ricardo Arturo Lagunes Gasca, a prominent human rights lawyer, and Antonio Díaz Valencia, leader of the Aquila Indigenous community in Michoacán state, disappeared after attending an anti-mining community meeting in January 2023. The Guardian reported at the time that the two activists were threatened and pursued by several men in cars and motorcycles after leaving the meeting in Aquila and heading towards the neighboring state of Colima. Lagunes and Díaz were traveling in a white Honda pickup truck that was later found abandoned on the side of a highway riddled with bullets but bloodless.
At Friday’s rally, protesters will hold signs accusing Hyundai of sportswashing by signing World Cup sponsorship deals and calling on the company to show Ternium a red card. Hyundai and Kia will become FIFA’s official mobility partners at the World Cup as part of a deal that will also see them provide transportation for players, referees and other officials during the tournament. Hyundai will provide FIFA with a fleet of 994 vehicles and 506 buses in the US, Canada and Mexico, while Kia will distribute 660 vehicles in North America.
Protest movements have been a key feature of the Mexican element of the World Cup. Striking teachers managed to block roads around the Estadio Azteca before last week’s opening match between Mexico and South Africa, where around 200 protesters fought with police after trying to enter the stadium.
Ternium Mexico categorically denied any involvement in the disappearances. “Ternium expresses its solidarity with the families of the missing men and the Aquila community,” a spokesman said. “Ternium is against all forms of violence and categorically rejects any speculation and/or slander that attempts to link it to any illegal activity.
“We always operate within the framework of the law and with a broad sense of social responsibility. Ternium is a leading, publicly traded company in steel production in Latin America and operates transparently and under the highest standards of control in all its operations.”
A spokesman for Hyundai said: “As a long-term partner of the FIFA World Cup, Hyundai Motor believes football can bring people together. At Hyundai Motor, we are committed to holding our suppliers to the highest standards and enforce a strict Supplier Code of Conduct.”
“We and our affiliates continue to conduct ongoing training, audits and supply chain due diligence to identify and address potential issues in our global operations.”
