Believe: How Richmond Became a Ted Lasso Hotspot

Richmond, a West London suburb, has transformed into a pilgrimage site for fans of the hit Apple TV show "Ted Lasso." What began as a show about "grimy football culture" evolved to embrace the "quite heavenly" Richmond, inspiring the creation of more affluent characters and centering the show's energy around its town green. "Ted Lasso" corner, featuring a pub, red phone booths, and a bench, is now a focal point for fans connecting with the show's themes of empathy and hope.

Fans like Pete Bombaci from Toronto and Rushabh Shah from Mumbai travel to Richmond, drawn by the show's core mantra of "believe." The town's filming locations, including Ted's apartment and the local pub, have become tourist attractions. An official "Ted Lasso" store, opened in December 2024, ships merchandise worldwide, though most sales occur in-store, with customers often sharing their love for the show.

Since "Ted Lasso" premiered in 2020, Richmond has experienced a significant tourism increase, with hotels reporting up to twice as many American guests. Local businesses, like the Roebuck pub, have noticed many "Ted Lasso" tourists. Emmy Mac, inspired by the show, now offers tours of 26 filming locations, with 90 percent of private tour guests coming from North America.

Local authorities are balancing the benefits of increased tourism with residents' needs, ensuring Richmond doesn't feel solely like a film set. While Richmond has always been a popular destination, with 4.5 million annual visitors prior to the show, "Ted Lasso" has undeniably amplified its appeal, attracting a dedicated fanbase eager to experience the show's heartwarming world firsthand.