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.

Kendrick Lamar filled his Super Bowl halftime show performance with symbolism and sneaky references for fans to unpack.

Kendrick Lamar's Super Bowl halftime show included several references and details, from digs at Drake to nods to his own ...

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

From Ben Affleck's DunKings to David Beckham and his long-lost twin Dave (played by Matt Damon) and all the pop star ...

From celebrity cameos to digs at Drake, here's a breakdown of all the easter eggs and disses in the Super Bowl performance of ...

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