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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
8 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
hollywoodreporter.com World Cup 2026: Sesame Street, Fox Sports Set Broadcast Collaboration Tuesday 12th May, 2026
foxsports.com FOX Sports and Sesame Workshop Announce Dynamic Collaboration Ahead of FIFA World Cup 2026™ | FOX Sports Tuesday 12th May, 2026
usatoday.com Aol Tuesday 12th May, 2026
aol.com Aol Tuesday 12th May, 2026
thedrum.com Elmo kicks off Fox Soccer World Cup campaign | The Drum Tuesday 12th May, 2026
thestar.com Sesame Street, ditch the World Cup. The Toronto Blue Jays need you more Tuesday 12th May, 2026
designrush.com FOX Sports and Sesame Street Bring the FIFA World Cup 2026 to Family Audiences Wednesday 13th May, 2026
sportsbusinessjournal.com Fox Sports bringing Sesame Street characters to World Cup coverage Wednesday 13th May, 2026

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