Pairings of sports entities and character/entertainment properties — for merchandise, experiences, content, and/or promotions — have traditionally featured entertainment properties with all-ages followings or properties that skew toward the teen-and-older demographic. The former include the likes of Hello Kitty and the other Sanrio characters, the Disney/Lucasfilm/Marvel family, the Minions, and the Looney Tunes, while the latter include anime (e.g., One Piece) and nostalgia-driven IPs (e.g., Popeye).
Recently, however, partnerships skewing more toward properties aimed squarely at younger children have started to proliferate. Many of the brands involved in these efforts hold some appeal for adults as well, but they are primarily child-centric. A few examples help illustrate the trend:
- In May of this year, Sesame Workshop and Fox Sports partnered for content to help educate viewers about the FIFA World Cup. The property was integrated into the network’s programming for about two months, before and during the event, with different characters helping viewers learn about stats, players, and in-game action. Separately, in April of last year, Sesame Workshop paired with Nelvana, Peace Collective, and Major League Soccer for a collection of all-ages apparel including t-shirts, sweaters, and jackets, available in the U.S. and Canada. The items featured both MLS team and Sesame Street character imagery.
- The Kansas City Chiefs of the NFL paired with Lumistella’s Elf on the Shelf in December 2025 to celebrate the holiday season; the team had a game on Christmas Day that year. Components of the tie-in included a new holiday short film called Merry Mischief, released on Christmas Eve and featuring Claymation versions of fan-favorite players and coaches; a contest where fans created photos of their own Elf on the Shelf as a Chiefs fan, with prizes including a gameday experience and player-signed jerseys; on-site appearances by the Elf on the Shelf with the KC Wolf mascot; and a holiday gameday experience donated to a local family in need.
- Fred Rogers Productions has been an active player in this space of late, especially with Daniel Tiger’s Neighborhood, pairing with teams in its local market of Pittsburgh and beyond. It collaborated on a themed event with the Pittsburgh Pirates, which included a drone show, as well as doing special in-game activations with the Atlanta Braves and Seattle Mariners. It has also helped host special days with minor league clubs including the Indianapolis Indians and the Tri-City ValleyCats. Outside of baseball, the company worked with the NHL’s Pittsburgh Penguins for a Mister Rogers’ Neighborhood Day, and with the NFL on a collection of co-branded NFL-Mister Rogers merchandise to mark the NFL Draft being held in Pittsburgh this year.
- Author Mo Willems and the Hidden Pigeon Company have also been key participants, with a focus on baseball. Some of their tie-ins, which center around the characters of The Pigeon and Elephant & Piggie, have included collaborations with Major League Baseball’s New York Yankees and Kansas City Royals that featured in-ballpark activities and co-branded merchandise, and special appearances at the games of minor league baseball teams including the Brooklyn Cyclones and Lansing Lugnuts.
These types of promotions raise awareness for both partners, create opportunities for collectible products, and add some additional fun and fan engagement to families’ sports-watching hobby. They can also be a way to bring younger kids into the sport for the first time, perhaps adding to the next generation of lifelong fans.
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