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10.09.2026
Hamburger SV and Sesamstrasse are Teaming Up for a New Collaboration
Hamburger SV and Sesamstrasse are teaming up for the 2026/27 soccer season. The collaboration kicked off on Thursday with a lively press conference featuring Sesamstrasse characters, HSV Executive Board Member Kathleen Krüger, and 50 members of the HSV Kids Club.
The 2026/27 season is set to become even more colorful, joyful, and educational as Hamburger SV teams up with Sesame Workshop, the global nonprofit organization behind Sesamstrasse and so much more. At the heart of the collaboration are children and families – the core audience and shared focus of both brands.
The collaboration kicked off on Thursday, 10 September, with a press conference at Hamburg’s Volksparkstadion featuring appearances by Elmo, Cookie Monster, Grover, Bert, and Ernie. HSV Executive Board Member Kathleen Krüger also took part in the event, along with 50 selected members of the HSV Kids Club who had the opportunity to experience the event live at the stadium.
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The event offered a lively preview of a collaboration built around the shared goal of creating meaningful, lasting connections with children and families while promoting community engagement and early childhood learning.
“For our youngest Rothosen, this collaboration is a real gift. For generations, Sesamstrasse has stood for the very values that matter to us at HSV: togetherness, respect, and the joy of play. When children grow up with both HSV and Sesamstrasse, it creates a wonderful connection,” says Janek Schmelzing, Head of Young Fans & Football School.
Over the coming months, HSV fans, members, and families will enjoy a wide range of activities featuring their favorite Sesamstrasse friends, including themed activity materials, story time events with appearances by Sesamstrasse costume characters at Volksparkstadion, and special activations around International Children’s Day and World Read Aloud Day later this year.
Interactive Activities and Co-Branded Merchandise
The collaboration also includes a limited-edition collection of co-branded merchandise that pairs Hamburger SV’s logo with the iconic, colorful imagery of Sesamstrasse.
“This collaboration brings together two true Hamburg institutions: HSV is at home in Hamburg, and Sesamstrasse has been produced here for decades. We want to build on this special connection to create products and experiences that delight children, families, and fans alike,” says Sascha Steinbrück, Head of Merchandising.
Sesame Workshop’s mission is to help children grow smarter, stronger, and kinder. Values such as fairness, respect, and inclusion closely align with Hamburger SV’s long-standing commitment to social responsibility and community engagement. Just as generations of fans have grown up supporting HSV, many adults have grown up with Sesamstrasse, making the collaboration a natural fit built on shared traditions and lasting connections.
With this new collaboration, these two worlds will come together with children and families at their heart – and plenty of fun along the way.
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