How ‘Ted Lasso’ turned a charming London suburb into a tourist hotspot

By Georgiana Ralphs

London (CNN) — London suburb Richmond-upon-Thames, on the western outskirts of the UK capital, has long been famous for its deer-filled park and historic royal buildings, including Tudor residence Richmond Palace.

But an influx of tourists have been taking to its cobblestone lanes in recent years thanks to a fictional soccer team headed up by a hugely optimistic American.

The leafy area, located around 20 minutes from central London by train, 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 “Crown and Anchor” pub in the sports comedy-drama.

“Ted Lasso” follows titular football coach, played by Hollywood star Jason Sudeikis, as he attempts to transform a struggling English soccer team, armed with mere belief and zingers.

While Lasso struggles to comprehend the offside rule, considered one of the sport’s most confusing laws, he deeply understands coaching.

“The first time you watch it, you think the series is about football,” added Natalia. “But the culture, the messaging — it’s about so much more.”

Exploding popularity

“Ted Lasso” follows the coach’s inevitable breakthroughs with boss Rebecca, played by British actress and singer Hannah Waddingham, and Richmond athletes alike, including ball-hog-turned-loveable-team-player Jamie Tartt (actor Phil Dunster).

Coach Lasso never comes round to English tea (or “garbage water”) but millions have fallen in love with the show. The launch of its fourth season shattered viewing records last month, as Apple TV’s biggest premiere of all time.

And as the show’s popularity continues to explode, so too does tourism in Richmond.

Local hotels have reported double the number of US tourists since the show’s release, according to the New York Times, as fans like Natalia head to the suburb to visit some of the top locations from “Ted Lasso.”

Among them is Coach Lasso’s apartment on Richmond’s Paved Court, a narrow lane bordered by window shopfronts, such as a deli and millinery. The official “Ted Lasso” store, where fans can purchase the red and blue AFC Richmond kits and shortbread “biscuits for the boss,’” is situated a few doors down.

The Prince’s Head, a 1700s pub featured in the show, or where publican Mae Green, played by actress Annette Badland, keeps her patrons in check during matches, can be found at the end of Paved Court.

The main attraction, however, lies outside the pub, where fans can snap a photo on Coach Lasso’s signature thinking bench.

Scenic setting

Richmond Green, a quaint tree-lined park that once held jousting tournaments for vacationing royalty, is located just opposite. Here, visitors can stop for a picnic and/or stroll through the common just like Coach Lasso; coffee in hand, perhaps even joining a local game of soccer.

Richmond’s waterfront is another highlight, with the area claiming London’s longest stretch of the River Thames.

Fans can also recreate the first date between Roy Kent, played by Brett Goldstein, and Keely Jones, played by Juno Temple, with an amble by Richmond Bridge, soundtracked by local buskers. There’s also a puppet theater barge, and a pub so close to the river that it floods during high tide — complimentary gumboots are provided.

Dating back to 1899, the historic Richmond Theatre, where Rebecca hosts a charity gala during season one, is the perfect place to end a day out in the suburb.

But there’s one thing “Ted Lasso” fans won’t find here — the team’s home ground, known as “the dog track” in the show. Match scenes are filmed in south London’s Selhurst Park, the stadium of soccer team Crystal Palace.

Multiple tour companies have launched in the area since the show first aired, including Ted Lasso Tours, founded by Richmond local Emmy Mac in 2022, which offers private and group trips to 27 of its locations.

While most of her clientele is from the United States, Mac has also encountered fans from as far afield as India, Singapore and Mexico.

Not everyone is thrilled about the surge of new visitors to the area. Local Steve Lloyd, who has lived in Richmond since 1992, has lost count of the amount of tourist photos he’s appeared in the background of.

Although he may not understand the appeal of the show (“I tried to watch it — got 15 minutes in and thought, ‘this is crap,’”) Lloyd doesn’t necessarily begrudge the fans their “Ted Lasso” themed outings. But he’d like to offer them some advice.

“I’ll admit I don’t know television,” he told CNN. “But I do know beer. I much prefer the pub next door.”

‘The Lasso Way’

So what is it about the show that has fans prepared to travel from far and wide to catch a glimpse of its enchanting setting?

“Ted Lasso” captures the magic of family, friendship and community. Character Roy Kent’s hypermasculinity is undercut by his enjoyment of watching a dating show with the women from his yoga class, while courageous Sam Obisanya (Toheeb Jimoh,) protests a club sponsor due to its environmental impact in his home country. There’s honest exploration of mental health and plenty of empowering female role models.

“It feels very real,” said Zach, who came to visit the “Ted Lasso” filming spots while vacationing from Los Angeles. “It’s always been an honest show. You just feel good watching it.”

“Ted Lasso,” which premiered in August 2020, came “at a time when the world needed uplifting,” notes Mac, adding that its protagonist “is the ideal human that we all aspire to be.”

This sentiment is echoed by Jasmine, an avid soccer player from northern England’s Yorkshire area, visiting Richmond with her parents and sister, who described the show as “hopeful.”

“I’m happy there’s a women’s team this season,” she added. “I like seeing them on the screen.”

After her “Ted Lasso” pilgrimage, Jasmine headed home with some souvenirs from her Richmond outing — a jersey, a keychain and a sign featuring Coach Lasso’s catchphrase, “Believe.”

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