Watch as Elmo sits in an umpire's chair and debates the two letters found on Federer's On-branded sneakers: Is it 'Q' and 'C' or 'O' and 'N'?

Roger Federer is set to feature in a big-money primetime advert during Sunday’s Super Bowl between the Philadelphia Eagles ...

Roger Federer and Elmo from Sesame Street seem to disagree on the letters of the alphabet in a Super Bowl ad for ON running shoes.

Forget the small change for UFC and NFL: taxpayers hand billions of dollars to high-profile and elite sports and get no benefits whatsoever.

World No.13, Ben Shelton reacted to the latest brand endorsement video dropped by sportswear company ‘On’, featuring Roger Federer and Sesame Street character Elmo.

Roger Federer is a marketing powerhouse on his own, and it's best put in Nike's former tennis director Mike Nakajima's words ...

Serena Williams rocked a bold ensemble in a dreamy poolside snap before attending a Breast Cancer Research Foundation event - ...

Aryna Sabalenka and Iga Swiatek stole the spotlight in a new Doha Open ad, featuring the defending champion and the world No.

Roger Federer will star alongside Elmo in a cheeky advert that will air during America's biggest sporting event.

The adored children's character jokingly criticized the tennis great over his spelling abilities. By cleverly tackling the widespread uncertainty about the brand's logo, the advertisement turns it ...