FOX Sports is working with Sesame Workshop to integrate Sesame Street characters into its FIFA World Cup coverage this summer.
“By collaborating with Sesame Street, we’re adding a fun and educational element that brings families together around the FOX Sports viewing experience,” said Zac Kenworthy, VP of production at FOX Sports.
Elmo, Cookie Monster, Big Bird, and others will show up in FOX Sports’ programming and across World Cup telecasts throughout the tournament with segments like “The Count Down” featuring Count von Count breaking down the tournament’s biggest stats; “Trash Talk” with Oscar the Grouch and “grouchy” moments on-and-off pitch; and “Broadcaster Bootcamp,” where Grover gets tips from FOX Sports commentators.
“The World Cup is one of the biggest cultural moments of the year, and a powerful opportunity to engage families with our beloved Sesame Street characters in new and unexpected ways,” said Samantha Kennedy, VP of marketing and brand strategy at Sesame Workshop. “Through this collaboration with FOX Sports, we’re creating memorable moments that resonate with families and fans of all ages—all in service of our nonprofit mission to help children grow smarter, stronger, and kinder.”
