How Ted Lasso Turned Richmond-Upon-Thames Into A Global Tourist Hotspot

How Ted Lasso Turned Richmond-Upon-Thames Into A Global Tourist Hotspot The London suburb of Richmond-upon-Thames, long known for its deer-filled park, historic royal connections and picturesque riverside setting, has gained a new international attraction thanks to the fictional football team AFC Richmond and its relentlessly optimistic American coach, Ted Lasso. Located about 20 minutes from central London by train, Richmond has become a destination for fans of Apple TV’s hit comedy-drama Ted Lasso, which uses numerous locations across the area as the backdrop for its fictional football world. The series, starring Jason Sudeikis as Ted Lasso, follows an American coach who travels to England to manage AFC Richmond despite having limited knowledge of English football. His infectious optimism, humour and emphasis on teamwork quickly became central to the show’s appeal. Since the programme premiered in 2020, fans from around the world have travelled to Richmond to see locations featured on screen. Visitors have arrived from the United States, Brazil, India, Singapore, Mexico and other countries, turning ordinary streets and businesses into recognisable pieces of television history. One of the most popular stops is Paved Court, the narrow cobbled lane where Ted’s fictional apartment is located. Just a few doors away is the official Ted Lasso store, where fans can purchase AFC Richmond shirts, scarves, souvenirs and merchandise inspired by the show. Nearby is The Prince’s Head, the historic pub that serves as the fictional “Crown & Anchor” in the series. Outside the pub sits Ted’s famous thinking bench, which has become one of the area’s most photographed attractions for visiting fans. Across the road, Richmond Green provides another important connection to the series. The leafy green, which has centuries of history and once hosted jousting competitions, appears repeatedly in the show and has become a popular gathering point for tourists recreating scenes from the programme. Visitors can also explore Richmond’s riverside, Richmond Bridge and other locations associated with characters including Roy Kent and Keeley Jones. The area offers a combination of television landmarks and traditional London attractions, including Richmond Park, the River Thames and historic Richmond Theatre. The popularity of Ted Lasso has also created new business opportunities. Tour operators now offer guided walks through the suburb, taking visitors to numerous filming locations and sharing behind-the-scenes stories about the production. One local operator established a dedicated Ted Lasso tour after noticing a growing number of American visitors arriving specifically because of the show. Local tourism officials say the show has contributed to increased interest in Richmond. Hotels have reported substantially higher numbers of American visitors since the programme began, while tour operators and businesses have benefited from fans wanting to experience the fictional AFC Richmond world in real life. The phenomenon has not been entirely without challenges. Some residents have expressed mixed feelings about the growing number of visitors taking photographs and following filming-location tours through neighbourhood streets.

Local authorities have therefore faced the challenge of balancing the economic benefits of Ted Lasso tourism with the need to ensure Richmond remains a functioning residential community rather than becoming simply a television attraction. Yet the show’s influence is difficult to ignore. What began as a story about an American football coach trying to navigate English football has helped introduce Richmond to a new international audience. For many visitors, the trip is about more than taking photographs at familiar locations. Fans say the show’s themes of kindness, friendship, resilience, community and optimism are what make the experience meaningful. As Ted Lasso continues into its fourth season, Richmond’s connection with AFC Richmond appears stronger than ever. The real-life suburb may have its royal palace, historic theatre, famous park and River Thames but for thousands of visitors, it is now also the place where they can experience a little bit of the “Lasso Way.