by Joshua Duboff | December 5th, 2013
The United States Olympic Committee announced that it has partnered with Sesame Workshop to bring young fans closer to Team USA throughout the Sochi 2014 Olympic and Paralympic Winter Games. The Sesame Workshop is the nonprofit educational organization of Sesame Street. The joint venture will include inspirational and educational online content featuring the Muppets™ from Sesame Street and Team USA athletes, a Sesame Street family pavilion at all USOC Road to Sochi Tour stops, and Sesame Street Winter Games-themed children’s apparel available at retail stores and online.
A video from Elmo announced the new partnership. Elmo is wearing the gloves from the USOC’s #RaiseYourHands campaign.
Sesame Street will participate in the USOC’s Road to Sochi Tour presented by Liberty Mutual Insurance, a 13-stop interactive sports tour heading to Dallas this weekend. The tour officially began Oct. 29 with the 100 Day Countdown event in New York City’s Times Square. At each tour stop, Sesame Street will have a co-branded interactive family tent, and a costumed character Elmo will make special appearances in select locations.
Social media and original digital content will also be utilized as February’s Winter Games approaches. Videos of Sesame Street characters will offer well-wishes to athletes as they embark for Sochi.