A new chapter for AFC Richmond
Apple TV’s flagship comedy is set to make a comeback, this time turning its spotlight onto the women’s side of AFC Richmond. The series, which has become the platform’s most‑watched show and earned more than 60 Emmy nominations, last featured the club’s female squad back in 2023. Its return is timed to coincide with a surge of attention toward women’s athletics.
Audience insights
Industry data from the Sports Poll by SSRS, which surveyed over 24,000 Americans, shows that 58 percent of Ted Lasso viewers already consider themselves passionate soccer fans. Yet only 34 percent follow the National Women’s Soccer League, and a mere 17 percent are fans of England’s Women’s Super League, where Richmond’s women compete in the second tier.
The gap between overall soccer enthusiasm and concrete engagement with women’s professional leagues presents a clear opportunity. By weaving storylines around the Richmond women’s team, the show could serve as a gateway for millions of viewers who have only a passing familiarity with the sport.
The timing could not be more strategic. With the 2027 Women’s World Cup on the horizon, the series is positioned to amplify awareness of both the NWSL and the WSL, potentially converting casual viewers into dedicated fans. For many, the series may be their first deep dive into the structure, talent and excitement of women’s professional soccer.
Beyond entertainment, the narrative reflects a broader cultural shift. As sponsors, broadcasters and grassroots programs invest more heavily in women’s sports, media properties that highlight those stories play a crucial role in sustaining momentum and building lasting fan bases.