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Sesame Street x Fox Sports World Cup Collab

PR Campaign

Tuesday 12th May, 2026

Fox Sports partnered with Sesame Workshop to weave Sesame Street characters into Fox’s World Cup coverage, featuring playful segments like “The Count Down,” “Trash Talk” with Oscar the Grouch and “Broadcaster Bootcamp” with Grover to add family-friendly, attention-grabbing moments to tournament telecasts.

Why it worked: It hijacked a fixed news moment—30 days to the World Cup—with an unexpected crossover that broadened audience demos and promised repeatable on-air bits.

The lesson: Consider piggybacking on a locked-in calendar milestone with a playful, recurring segment that reframes the event for a new audience.

Fox Sports Sesame Workshop

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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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