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HSV x Sesamstrasse Family Matchday
Hamburger SV teamed up with Sesamstrasse for the 2026/27 season, turning the partnership launch into a colourful stadium press event with Elmo, Cookie Monster, Grover, Bert and Ernie. The collaboration extends into family activities, storytime events and co-branded merchandise, using two well-known Hamburg institutions to create a playful connection between football and children’s entertainment.
Why it worked: It fused two beloved local institutions at a live, visual kickoff with costumed icons and a calendar of kid-focused events—an easy, photogenic news peg.
The lesson: Consider pairing your brand with a hometown icon and stage a visual launch plus dated community activations journalists can preview and list.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| t-online.de | HSV News heute: Sesamstraße und HSV bringen Fanartikel heraus | Friday 4th September, 2026 |
| hsv.de | Jetzt wird’s bunt: HSV und Sesamstraße starten Kooperation | HSV | Thursday 10th September, 2026 |
| kicker.at | Ernie und Bert im Volkspark: Der HSV arbeitet mit der Sesamstraße zusammen - Kooperation zwischen Fußball und Kinderserie | Thursday 10th September, 2026 |
| bundesliga.com | Elmo and friends swap Sesame Street for Hamburg's Volksparkstadion | Bundesliga | Thursday 10th September, 2026 |
| hsv.de | Hamburger SV and Sesamstrasse are Teaming Up for a New Collaboration | Friday 11th September, 2026 |
| hsv.de | Ein Look für die gesamte Familie: Die HSV x Sesamstraßen-Kollektion | HSV | Sunday 20th September, 2026 |