london —
The London suburb of Richmond upon Thames, on the western outskirts of the British capital, has long been famous for its deer-filled parks and historic royal buildings, including Richmond Palace, the home of Tudor kings.
But in recent years, tourists have flocked to the cobbled streets, thanks to a fictional soccer team led by a very optimistic American.
This leafy area, about 20 minutes by train from central London, is the primary filming location for Apple TV’s hit show Ted Lasso, now in its fourth series.
“I just love it,” Natalia, a fan visiting Richmond from Brazil, told CNN outside the Prince’s Head, known as the sports comedy-drama “Crown and Anchor” pub.
“Ted Lasso” follows the titular football coach, played by Hollywood star Jason Sudeikis, as he attempts to transform England’s struggling soccer team using nothing but faith and passion.
While Russo struggles to understand the offside rule, considered one of the most confusing laws in the sport, he has a deep understanding of coaching.
“When you first watch it, you think this series is about football,” Natalia added. “But culture and messaging are so much more than that.”
“Ted Lasso” follows the inevitable rise of her boss, Rebecca, played by British actress and singer Hannah Waddingham, and her coach with Richmond athletes, including Jamie Tartt (played by actor Phil Dunster), who goes from ball fanatic to lovable team player.
Coach Lasso never brought English tea (or “garbage water”), but millions of people fell in love with the show. The launch of its fourth season last month broke viewing records as the biggest premiere in Apple TV history.
As the show’s popularity has exploded, so has Richmond’s tourism.
As fans like Natalia head to the suburbs to visit popular “Ted Lasso” spots, local hotels have reported doubling the number of U.S. tourists since the show’s release, according to the New York Times.
Among them is Coach Lasso’s apartment on Richmond’s Paved Court. This narrow alley is surrounded by show windows of deli and hat shops. The official ‘Ted Lasso’ store, where fans can purchase red and blue AFC Richmond kits and shortbread ‘Biscuits for the Boss’, is located a few doors down.
The Prince’s Head, the 1700s pub featured in the show, or where vendor May Green, played by actress Annette Badland, monitors patrons during matches, is located at the end of the paved court.
But the biggest attraction will be outside the pub, where fans can take photos with Coach Lasso’s signature thinking bench.
Just across the street is Richmond Green, a quaint tree-lined park where jousting tournaments were once held for vacationing royalty. Here, visitors can stop for a picnic or stroll through the commons like a lasso coach. Grab a coffee and maybe even attend a local soccer match.
Richmond’s waterfront is another highlight, as the area is said to be London’s longest river, the River Thames.
Fans can also reenact the first date between Roy Kent, played by Brett Goldstein, and Keeley Jones, played by Juno Temple, on the banks of Richmond Bridge, with a soundtrack by local buskers. There’s also a puppet barge, a pub so close to the river that it swells at high tide, and free rubber boots.
The historic Richmond Theater, which dates back to 1899, is where Rebecca hosts her charity gala in season 1 and is the perfect place to end a day in the suburbs.
But there’s one thing “Ted Lasso” fans won’t find here. It’s the home of the team known as “Dog Truck” on the show. The match scenes were filmed at Selhurst Park in south London, the stadium of soccer team Crystal Palace.
Since the show first aired, multiple travel companies have opened in the area, including Ted Lasso Tours, founded in 2022 by Richmond local Emmy Mack, offering individual and group trips to 27 locations.
Most of her customers are American, but Mack also meets fans from as far away as India, Singapore and Mexico.
Not everyone is happy about the surge in new visitors to the area. Steve Lloyd, a Richmond local who has lived in Richmond since 1992, has lost count of the number of tourist photos he’s taken in the background.
While Lloyd may not understand the show’s appeal (“I watched it, and after 15 minutes I was like, ‘This is crap'”), that doesn’t necessarily mean fans are begrudging the Ted Lasso-themed show. But he would like to offer them some advice.
“To be honest, I don’t know about television,” he told CNN. “But I know beer. I prefer the pub next door.”
So why are fans prepared to travel from far and wide to catch a glimpse of this show’s enchanting setting?
“Ted’s Lasso” captures the magic of family, friendship, and community. Protagonist Roy Kent’s hypermasculinity is undermined by his enjoyment of watching a date show with the women in his yoga class, while the intrepid Sam Obisanya (Toheeb Jimoh) protests his club’s sponsors because of their impact on his home country’s environment. There’s a lot of honest exploration about mental health and empowering female role models.
“It feels very real,” said Zach, who visited the set of “Ted Lasso” while on vacation from Los Angeles. “It’s always been an honest show. Just watching it makes me feel good.”
“Ted Lasso,” which premiered in August 2020, came “at a time when the world needed uplifting,” Mack said, adding that its protagonist “is the ideal person we all aspire to be.”
This sentiment was echoed by Jasmine, a keen soccer player from the Yorkshire region of northern England who visited Richmond with her parents and sister, who described the program as “hope-filled”.
“I’m happy to have a women’s team this season,” she added. “I love watching them on screen.”
After her “Ted Lasso” pilgrimage, Jasmine returned home with souvenirs from her outing in Richmond: a jersey, a keychain, and a sign emblazoned with the Coach Lasso catchphrase, “Believe.”
