Protesters to rally against World Cup sponsor Hyundai before Mexico game

Protesters to Rally Against World Cup Sponsor Hyundai Before Mexico Match

Protesters to rally against World Cup sponsor - As the World Cup progresses, tensions are rising in Guadalajara, where a planned protest is set to challenge Hyundai’s role as a sponsor of the global event. The demonstration, scheduled for Thursday ahead of the Group A clash between Mexico and South Korea, will target the South Korean automaker over its partnership with Ternium, a South American mining company accused of significant environmental harm and alleged ties to the disappearance of Mexican activists. This marks a pivotal moment in the tournament, as football fans and activists unite to draw attention to broader issues of corporate accountability.

Hyundai's Ties to Ternium

The controversy centers on Hyundai’s procurement practices, which rely heavily on iron ore sourced from Ternium. A 2025 report by the environmental organization Mighty Earth highlighted the company’s involvement in a "dirty steel supply chain," criticizing its contribution to environmental degradation through Ternium’s operations. The report underscores how Hyundai’s support for such partnerships could perpetuate ecological damage, particularly in regions where Ternium’s mining activities have displaced communities and polluted water sources.

Ternium has long been at the center of public scrutiny, with campaign groups accusing it of systemic environmental harm and weak corporate governance. Its operations have been linked to the vanishing of two Mexican activists, a claim that has fueled outrage among local communities. The rally in Guadalajara aims to connect these allegations to Hyundai’s sponsorship, arguing that the automaker’s association with the company constitutes a form of "sportswashing"—using football’s global stage to distract from its environmental and social responsibilities.

The Disappearance of Activists

Three years ago, two activists vanished in Guadalajara after attending a community meeting critical of Ternium’s impact on rural areas. Ricardo Arturo Lagunes Gasca, a prominent human rights lawyer, and Antonio Díaz Valencia, leader of the Aquila Indigenous community in Michoacán, were last seen following the gathering. According to eyewitness accounts, the pair were threatened and pursued by several men in cars and motorbikes as they traveled toward Colima, a neighboring state. Their white Honda pickup truck was later discovered abandoned on a highway, riddled with bullets but devoid of blood, raising questions about the circumstances of their disappearance.

"Ternium expresses its solidarity with the families of the missing men, and with the community of Aquila," a company spokesperson stated. "Ternium is against any type of violence and categorically rejects any speculation and/or defamation that tries to associate it with any type of illegal activity. We always operate within the law and with a broad sense of social responsibility. Ternium is a leading public company in the manufacture of steel in Latin America, which operates transparently and under the highest standards of control in all its operations."

Despite the company’s denial, the incident has sparked international concern. The protest organizers are leveraging the World Cup as a platform to demand accountability, accusing Hyundai of indirectly supporting Ternium’s alleged crimes through its sponsorship. Their message is clear: the company should be held responsible for its association with the mining firm, even as Ternium insists it remains committed to ethical practices.

Hyundai's World Cup Partnership

Hyundai and Kia are among FIFA’s official mobility partners for the World Cup, a role that involves providing transportation for players, referees, and officials across the United States, Canada, and Mexico. Hyundai’s contribution includes a fleet of 994 cars and 506 buses, while Kia will deploy 660 vehicles across North America. These numbers reflect the scale of the automakers’ involvement, but they also draw attention to the potential reputational risk of aligning with a company under investigation.

The protest movements in Mexico have already made a significant impact, with demonstrations disrupting the Estadio Azteca before the opening match against South Africa. Over 200 activists engaged in clashes with police after attempting to breach the stadium, a symbolic act of defiance against the tournament’s commercial interests. This pattern of resistance suggests that the World Cup’s presence in Mexico is not only a sporting event but also a catalyst for social and political discourse.

Broader Implications for the Tournament

As the rally unfolds, the focus on Hyundai’s sponsorship highlights a growing trend of holding corporations accountable for their actions through sports. The protest’s emphasis on the "130,000 disappeared" in Mexico—many of whom were connected to the mining industry—adds a layer of urgency to the event. Activists argue that Hyundai’s support for Ternium’s operations enables the company to avoid scrutiny, while the public demands transparency and justice.

The connection between Hyundai’s sponsorship and the activists’ disappearance underscores the complexities of corporate partnerships in global events. While Ternium maintains that it is innocent of the allegations, the company’s past actions have left a trail of unanswered questions. The protest in Guadalajara serves as a reminder that the World Cup is not just about competition but also about the broader narratives it carries, including those of environmental damage and human rights violations.

Conclusion and Future Outlook

With the Mexico-South Korea game approaching, the rally in Guadalajara represents a critical opportunity to amplify the voices of those affected by Ternium’s activities. Protesters are urging Hyundai to take a stand by issuing a "red card" to Ternium, signaling a break from its current partnership. The outcome of this demonstration could influence the company’s public image and set a precedent for how sponsors are evaluated in the future.

Meanwhile, Hyundai’s response to the protests remains pending. The company has yet to address the accusations directly, leaving the activists to continue their campaign. As the World Cup progresses, the tension between corporate interests and social justice will likely remain a focal point, reminding the world that even the most celebrated events are shaped by the choices and connections of their sponsors.