Hyundai Protests, Guadalajara Rally Against World Cup Sponsor Before Mexico 2026 Match

## Introduction Guadalajara, Mexico is set to host a rally against Hyundai, official World Cup 2026 sponsor, ahead of the Group A match between Mexico and South Korea. Organized by environmental activists, labor rights groups and local communities, the protest targets Hyundai’s business ties with mining firm Ternium, accused of severe environmental damage and the disappearance of Mexican activists. The rally is part of a wave of World Cup protests sweeping across Mexico 2026, focused on holding corporate sponsors accountable for unethical practices.

## Background of Hyundai Protests Over Its Partnership With Ternium The Guadalajara protests target Hyundai in its capacity as official 2026 World Cup sponsor, due to its commercial partnership with mining firm Ternium. A 2025 report from environmental group Mighty Earth revealed that Hyundai purchases large volumes of iron ore from Ternium for use in steel production, linking it to what the report described as a “dirty steel supply chain”. Ternium faces repeated criticism from campaign groups over its destructive environmental impact and corporate governance policies, as well as alleged links to the disappearance of Mexican activists. These protests are part of a broader wave of corporate protests targeting official World Cup 2026 sponsors, with local and international groups demanding accountability for corporate practices outside the scope of the tournament.

## Details of the Disappearance of Mexican Activists Linked to Ternium Activist protests in Guadalajara center on the fate of Mexico’s so-called 130,000 disappeared, many of whom worked in the mining sector. A key case raised by protesters is the disappearance of human rights lawyer Ricardo Arturo Lagunes Gasca and Aquila Indigenous community leader Antonio Díaz Valencia in January 2023, after they attended an anti-mining community meeting. The Guardian reported that eyewitnesses stated the two activists were threatened and followed by several men in cars and motorbikes after leaving the meeting in Aquila and heading to the neighboring state of Colima. The white Honda pickup truck they were traveling in was later found abandoned on the side of a highway riddled with bullets, with no blood found at the scene. Ternium Mexico has categorically denied any involvement in the disappearances, stating it expresses solidarity with the families of the missing, operates within the law, and practices broad social responsibility.

## Organization of Today’s Guadalajara Rally Ahead of Mexico vs South Korea Match Activists will organize a rally at Plaza de La Liberación in Guadalajara before the Mexico vs South Korea match, with participants holding placards urging Hyundai to show Ternium the red card, and accusing the company of sportswashing through its World Cup sponsorship deals. This rally is part of the growing sports protests across Mexico 2026, following recent actions where striking teachers forced road closures around Estadio Azteca ahead of the opening match between Mexico and South Africa, with around 200 protesters clashing with police after attempting to enter the stadium. As part of its FIFA partnership, Hyundai and Kia are the official mobility partners for the World Cup, with Hyundai providing a fleet of 994 cars and 506 buses across the US, Canada and Mexico, while Kia will deploy 660 vehicles across North America for the tournament.

## Trends in World Cup Protests in Mexico 2026 The Mexico 2026 protests are part of a growing global trend of sports protests targeting corporate sponsors of major sporting events, with groups demanding accountability for corporate environmental and labor practices. Today’s Guadalajara rally will see wide participation from environmental activists, labor rights groups, and representatives of local communities affected by mining activities. Protest groups state their core goal is to pressure Hyundai to cut ties with Ternium, and prevent companies from using the World Cup as a tool for sportswashing to cover up irresponsible practices. Estimates indicate these protests will continue throughout the 2026 World Cup in Mexico, with increasing pressure expected on other tournament sponsors.