Speedway, Indiana – This Sunday, July 27, at 12:30 p.m. ET, the media center at Indianapolis Motor Speedway will buzz with excitement as Sesame Street’s beloved Cookie Monster takes the spotlight as Grand Marshal of the Brickyard 400. The pre-race press conference promises to be a delightful treat ahead of the NASCAR Cup Series showdown.
🍪 A Family-Friendly Start to Race Day
As part of the beloved Sesame Street summer Road Trip Across America campaign, Cookie Monster will share the microphone with local media before heading to center stage for the iconic “Drivers, start your engines!” command. This marks the first major media appearance in IMS history for the fuzzy blue Muppet, signaling a joyful blend of racing tradition and kids’ entertainment .
IMS organizers highlight the role as enveloped in their mission to offer a more family-focused experience. “One mention of Cookie Monster, and everybody’s eyes lit up,” remarked Michael Kaltenmark, IMS Senior Marketing Director . With kids under 15 earning free admission with a paying adult, it’s clear IMS is leaning into intergenerational appeal.
🛣️ Sesame Street on the Road
This moment isn’t just a one-off—Cookie Monster is spearheading Sesame Street’s traveling initiative to bring its joyful and educational ethos to communities nationwide . The Brickyard 400 marks the official kick-off of this campaign, which will later visit state fairs, baseball stadiums, and more. Cookie Monster’s appearance alongside NASCAR star Bubba Wallace in promotional content helped amplify the cross-promotional excitement .
🏁 Why It Matters
Boosted excitement – The company of a Muppet favorite injects warm, afternoon whimsy into a high-stakes race weekend. Increased accessibility – Treating fans of all ages to entertainment beyond laps and pit stops strengthens IMS’s family-first positioning. Unique PR synergy – Bringing Sesame Street into the racing world highlights NASCAR’s growing appeal to diverse audiences.
📍 Press Conference Highlights
12:30 p.m. ET – Cookie Monster takes the podium alongside IMS officials and media. 2:00 p.m. ET – Grand marshal duties wrap up as the race officially gets underway on TNT . Ongoing – Cookie Monster serves as a dynamic launchpad for more Sesame Street-themed activations across the Speedway during the weekend.
Bottom line: Expect a crowd-pleasing, heartwarming moment as Cookie Monster reigns over the Brickyard 400 weekend—a yummy treat blending nostalgia, family fun, and motorsport thrills.
