Fox Sports and Sesame Street have struck a deal around the FIFA World Cup, with Elmo, Cookie Monster, Big Bird, and other characters set to appear on Fox programming and World Cup telecasts this summer. Characters will be integrated into Fox’s World Cup programming through special content segments. The integration will run from June 11-July 19.
Segments include “The Count Down,” featuring Count von Count, breaking down World Cup stats, as well as “Trash Talk” with Oscar the Grouch in a highlight show setting. Then there is a “Broadcaster Bootcamp” where Grover teams with Fox Sports broadcasters to learn the nuances of calling soccer games.
Fox Sports VP/Production Zac Kenworthy and Sesame Workshop VP/Marketing & Brand Strategy Samantha Kennedy took the lead on the deal. Exact financial terms were not available.
Sesame Street has done a number of sports collabs over the years, including a line of New Balance shoes and partnerships with the USOC for the 2014 Sochi Games and 2024 Paris Games. Elmo even made an appearance on the SBJ Sports Media Podcast during the 2024 Paris Olympics.
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