For years, Richmond was known as one of London‘s most charming residential enclaves—a peaceful riverside neighborhood filled with independent shops, cozy pubs, and leafy parks.
But the affluent community has recently gained international renown for a very different reason, thanks to a rather unlikely ambassador: Jason Sudeikis‘ fictional soccer coach character Ted Lasso, whose experiences of living and working in Richmond take center stage in the hit Apple TV series of the same name.
The Emmy Award–winning “Ted Lasso” became a cult hit when it premiered in August 2020, launching its British stars—including Juno Temple, Brett Goldstein, and Hannah Waddingham—to global stardom, while shining a bright spotlight on the picturesque South West London locale where it is filmed.
Richmond’s streets can now routinely be found crowded with tourists eager to catch a glimpse of the iconic red phone booths seen in the background of several scenes, snap a selfie at the so-called “Ted Lasso corner,” or enjoy a crisp pint at the pub where the soccer coach can so often be found drowning his sorrows at the end of a hard day on the field.
Stores in the town have even started selling unofficial “Ted Lasso” memorabilia, while an officially licensed Warner Bros.-backed outlet has also set up shop in the community, offering everything from the show’s iconic “Believe” sign to AFC Richmond jerseys.
While the series itself centers around Lasso’s attempts to improve the fate of a somewhat lackluster soccer team, there is no denying that Richmond plays a significant role in the show. It serves not only as a beautiful backdrop, but also as the place where the struggling coach turns his own life around in the wake of a difficult divorce.
The community is seen rallying around him in his darkest hours—a beautiful display that is mirrored in the way that Richmond itself has welcomed “Ted Lasso” fans, seemingly with open arms.
But there is, perhaps, another, less obvious reason why Richmond has become such a mecca for TV fans.
In a time when many major Hollywood productions are shot on custom-built sound stages where actors are hidden from the public, it is rare for audiences to be introduced to a locale that they can actually visit in real life.
Anyone wishing to follow in the footsteps of Lasso need only pay a trip to The Prince’s Head pub, which is known in the show as the Crown & Anchor and looks very much the same as it does onscreen. Or they can stroll down the nearby Paved Court, the same cobblestone alley where Lasso lived during the first three seasons of the show.
The boost to local business has no doubt helped encourage enthusiasm for the show and its many viewers who travel to the community to pay homage to it. According to the New York Times, Richmond hotels have reported up to double the number of American tourists visiting since the show was released.
Local residents have also been inspired to launch new careers focused on the show’s connection to their neighborhood, with one—Emmy Mac—telling the Times that she now offers regular “Ted Lasso” tours around Richmond, the bulk of which are attended by tourists from the U.S.
Gareth Roberts, the leader of the Richmond Council, told the outlet that the town has been careful to maintain a delicate “balance” between embracing the show and respecting the rights of residents who are eager to ensure their community doesn’t become a circus.
Still, Richmond will no doubt continue to see its popularity grow, particularly in the wake of the release of Season 4 of “Ted Lasso,” in which Sudeikis’ character is seen returning to the London location from his home in Kansas City, this time to coach the women’s soccer team.
Despite its recent fame, Richmond’s appeal extends far beyond TV.
Situated along the River Thames, the neighborhood has long attracted residents with its village atmosphere, historic architecture, and abundance of green space.
Richmond Park—one of London’s largest royal parks—is home to hundreds of roaming deer, while the area’s waterfront, boutiques, and restaurants have made it a favorite escape for Londoners looking to slow the pace of city life.
Those same qualities ultimately made Richmond an ideal setting for “Ted Lasso.” Rather than relying on elaborate studio sets, the production embraced the neighborhood’s authentic character, allowing real businesses, public squares, and residential streets to become integral parts of the series’ identity.
Now, those local landmarks are recognized by millions of viewers worldwide.
The excitement surrounding Richmond has only grown as production ramps up Season 4.
While the new installment begins with Lasso back in his hometown of Kansas City, much of the story once again returns to England, placing Richmond back at the center of the action and renewing interest in the community that helped define the series.
The phenomenon illustrates the growing influence TV can have on real estate and tourism.
A neighborhood once appreciated primarily by locals has become internationally recognizable, with fans eager to experience the setting that brought one of TV’s most beloved comedies to life.
For Richmond, the transformation has been remarkable.
What was once simply a picturesque London neighborhood has become a destination where visitors can walk the same streets as their favorite characters, grab a pint in the show’s iconic pub, and experience firsthand the community that helped make “Ted Lasso” a global success.
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