The ‘Ted Lasso’ Takeover: How Jason Sudeikis’ Hit Show Turned Affluent London Suburb Into Tourist Hot Spot

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 Las...