Fans of Ted Lasso are travelling to Richmond-upon-Thames in growing numbers to explore the real setting of the Apple TV series. Hotels in the area have reportedly welcomed twice as many American visitors since the programme was first released in 2020. Interest has received another boost following the arrival of the fourth season, which became Apple TV’s biggest premiere to date. The programme has turned this quiet part of western London into an international screen-tourism destination.
Richmond is approximately 20 minutes from central London by train, making it an easy excursion for visitors staying in the capital. Before Ted Lasso, the area was better known for its Thames waterfront, royal history and large park populated by deer. Its historic streets and green spaces now provide the background for the fictional football club AFC Richmond. The trend is an example of screen tourism, also known as set-jetting, which means planning trips around places seen in films or television programmes.
The comedy follows Ted Lasso, played by Jason Sudeikis, after the American moves to England to coach a struggling football team. He initially knows little about the sport, but uses his optimism and coaching skills to build stronger relationships within the club. The stories also explore friendship, mental health, environmental responsibility and the position of women in sport. “The first time you watch it, you think the series is about football. But the culture, the messaging — it’s about so much more,” Natalia, a Brazilian fan visiting Richmond, told CNN.
Many fans begin on Paved Court, a narrow pedestrian lane near Richmond Green. The exterior used as Ted’s home is located among the passage’s independent shops and traditional buildings. A dedicated Ted Lasso shop nearby sells red and blue AFC Richmond shirts, keychains and shortbread inspired by the “biscuits for the boss” featured in the series. These additions have made the small street one of the main stops for visiting fans. The short distance between the apartment, shop and pub means most of the central locations can be visited on foot.
@aladyinlondon Let me show you these Ted Lasso filming locations in London. They’re fun spots to see. You can find them and more on my free self-guided walk in Richmond. Head to the link in my bio, @aladyinlondon, and use the search box to find the full route and map. 😍 #richmondlondon #tedlasso #tedlassolondon #tedlassofilminglocations #london ♬ Moment of Peace – vozes da natureza & Sons da Natureza & Nature in the world & sublime vocal
The Prince’s Head stands at the end of Paved Court and represents the Crown & Anchor pub in the programme. Several characters meet there, while fictional AFC Richmond supporters gather inside during matches. Visitors concentrate outside, where Ted’s familiar bench has become a popular place for photographs. Although the exterior belongs to a functioning Richmond pub, its indoor scenes are recorded on a studio set.
Other locations encourage fans to explore more of the neighbourhood. They can cross Richmond Green, have a picnic or continue towards the Thames and Richmond Bridge, where Roy Kent and Keeley Jones had their first date. The riverside also offers walking routes, local pubs and performances by street musicians. Richmond Theatre, which opened in 1899, was used for Rebecca Welton’s charity gala during the first season. However, AFC Richmond’s Nelson Road stadium is actually Selhurst Park, the south London home of Premier League club Crystal Palace.
A tourism industry has developed around the programme since its premiere. Richmond resident Emmy Mac established Ted Lasso Tours in 2022, offering private and group visits to 27 locations associated with the series. Most customers are American, although she has also guided fans from India, Mexico and Singapore. Mac said the programme arrived “at a time when the world needed uplifting” and described Ted as “the ideal human that we all aspire to be”.
The visitors bring customers to hotels, shops, restaurants and pubs, but have also changed daily life for residents. Steve Lloyd, who has lived in Richmond since 1992, regularly finds himself in tourists’ photographs. “I’ll admit I don’t know television. But I do know beer. I much prefer the pub next door,” he told CNN. Meanwhile, the fourth season’s new women’s team has been welcomed by football player Jasmine, who said: “I’m happy there’s a women’s team this season. I like seeing them on the screen.”
