Richmond‑upon‑Thames, the leafy London suburb famed for its royal park and historic palace, has become a magnet for tourists drawn by the popularity of Apple TV’s hit series “Ted Lasso.” The show, now in its fourth season, uses the town’s charming streets and landmarks as the backdrop for the fictional AFC Richmond soccer club, and visitors are eager to walk in the footsteps of the optimistic American coach.
Local businesses see a surge in American visitors
According to a recent New York Times report, local hotels have reported roughly double the number of U.S. guests since the series debuted. Fans from Brazil, the United States, India, Singapore and Mexico line up outside the historic Prince’s Head pub—known on‑screen as the “Crown and Anchor”—to snap photos and enjoy a pint.
Just down the narrow Paved Court, a dedicated “Ted Lasso” store sells the iconic red and blue AFC Richmond kits and novelty shortbread biscuits. A short walk away, the town’s famous thinking bench, featured in several episodes, has become a favorite selfie spot.
Iconic sites become tourist attractions
Richmond Green, the tree‑lined park where Coach Lasso often picnics, now hosts impromptu soccer games and family picnics inspired by the series. The riverside promenade, boasting London’s longest stretch of the Thames, offers fans the chance to recreate Roy Kent’s romantic walk across Richmond Bridge, often accompanied by local buskers.
Visitors also explore the historic Richmond Theatre, built in 1899, where the show’s fictional charity gala was filmed. While the actual home ground of AFC Richmond—dubbed “the dog track” in the series—is filmed at Crystal Palace’s Selhurst Park in south London, Richmond’s own landmarks provide the authentic backdrop that fans cherish.
Tour operators capitalize on the craze
Local entrepreneur Emmy Mac launched “Ted Lasso Tours” in 2022, offering private and group excursions to 27 filming locations. The tours have attracted a steady stream of American tourists, as well as travelers from Asia and Latin America, eager to experience the town’s “hopeful” atmosphere.
Not everyone is thrilled by the influx. Long‑time resident Steve Lloyd, who has lived in Richmond since 1992, admits he finds the show “crap,” but he appreciates the economic lift and recommends visitors try the pub next door for a better pint.
Why the show resonates
“Ted Lasso” has been praised for its focus on family, friendship and community values. Characters such as Roy Kent, who balances tough‑guy bravado with a love of dating shows, and Sam Obisanya, who protests a sponsor’s environmental impact, provide relatable role models. Fans say the series feels “very real” and “uplifting,” offering a welcome escape in uncertain times.
As the show continues to break viewership records, Richmond‑upon‑Thames enjoys a welcome boost to its local economy, while preserving the historic charm that made it the perfect setting for a story about belief, kindness and community.
Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.
