Elmo and Cookie Monster are serving as guest correspondents and superfans for Fox's coverage of the 2026 FIFA World Cup [1].
The collaboration aims to attract younger audiences to the sport and educate new fans about the cultural significance of the tournament [3, 4]. By pairing beloved children's characters with a global sporting event, Fox seeks to expand the reach of Team USA support across different generations.
The characters appeared at SoFi Stadium in Los Angeles, California, to watch the U.S. match against Paraguay [1, 4]. During the telecast, Elmo and Cookie Monster shared their excitement for the national team and discussed soccer-themed treats [1, 2].
While some reports focus on Elmo and Cookie Monster, other accounts indicate that Big Bird and additional favorites from the show will also participate in the broadcasts [3]. These appearances are part of a broader strategic partnership between Fox Sports and Sesame Workshop [4].
The tournament is scheduled to air on Fox through July 19 [1]. This partnership was established well in advance of the kickoff, with promotional materials released 30 days before the start of the World Cup [4].
“Elmo and Cookie Monster are serving as guest correspondents and superfans”
This partnership represents a strategic move by Fox to capitalize on the 2026 World Cup's hosting location in North America. By integrating Sesame Street characters, the network is attempting to build a lifelong soccer fandom in the U.S. by targeting children, potentially increasing long-term viewership and merchandise engagement for future tournaments.
