The West London suburb of Richmond-upon-Thames has become a notable destination for fans of the Apple TV+ series "Ted Lasso," following the premiere of its fourth season on August 5, 2026. The show, centered on an American football coach leading the fictional AFC Richmond team, has drawn viewers from around the globe who are eager to visit the locations featured in the series.

Richmond, known for its Georgian architecture, green spaces, and historic cricket grounds, serves as the setting for the show’s warmhearted and optimistic narrative. Although the creators initially envisioned a setting reflecting a more traditional, gritty football culture, the choice of the "quite heavenly" Richmond shaped the tone and characters, emphasizing more affluent and complex personalities.

Locals have embraced the attention following the show’s success, with a designated area near the town green—informally called “Ted Lasso corner”—becoming a popular spot for fans to photograph landmarks such as a local pub, red phone booths, and a bench featured in many episodes. The Crown & Anchor pub, known as The Prince’s Head in reality, is particularly popular among visitors.

Tourism linked to the show has attracted a diverse international audience. Visitors like Americans Tracy and Kelly Inman, who traveled from St. Louis, and Danish family Kim Fredericksen and his relatives, exemplify the global appeal. Others, such as Pete Bombaci from Toronto, have made Richmond a must-see on special trips, citing the show's themes of empathy and connection as significant draws.

Local businesses have capitalized on the influx of fans, notably the officially licensed "Ted Lasso" store opened in December 2024 by Ella Tynan and Thomas Duncan. The shop offers branded merchandise and has become a focal point for fans seeking souvenirs, with around 80 percent of sales made in person. Other establishments, like True Gents barbershop where a scene involving the main character takes place, have also benefited.

Tourism operators report high demand for guided tours showcasing filming locations. Emmy Mac, who runs several "Ted Lasso" tours on weekends and by appointment, estimates most participants hail from North America. While these tours contribute to the local economy, efforts are made to balance tourist activity with the everyday life of residents.

According to Gareth Roberts, leader of Richmond Council, there is broad recognition of the benefits brought by the popularity of "Ted Lasso," but also an awareness of the need to prevent the area from becoming overwhelmed or perceived solely as a film set. Some residents, such as local accountant Sunil Chitval, note that the overall character of Richmond has not shifted dramatically, as the borough already attracts millions of visitors annually due to its historic and cultural offerings.

Nonetheless, co-creator Brendan Hunt, who portrays assistant coach Beard, acknowledges that increased fan presence has somewhat altered the ease of moving around the town center compared to previous years. The continuing popularity of "Ted Lasso" suggests that Richmond’s profile as a tourist destination linked to television and film productions will remain prominent in the near future.