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

Roger Federer is set to feature in a ... The clip begins with Federer and Elmo discussing the On logo and how, according to the fictional character, it looks more like “QC”.

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

Few players had a front-row seat to the rise of tennis legends Roger Federer, Rafael Nadal, and Novak Djokovic like Tim Henman. The former British No. 1 faced each would-be member of 'the Big ...

While it may be reasonable for the Chancellor to change arbitrary targets, markets are not easily bamboozled by fiddling with definitions ...

The Serbian tennis legend is taking it all in his stride, but says ‘one thing is for sure’.