When Apple TV launched the first season of *Ted Lasso* in the summer of 2020, the world was still grappling with the grip of a pandemic. The series, with its relentless optimism and a soccer coach who believed in the power of kindness, arrived like a breath of fresh air for viewers craving hope.
The numbers behind the hype
The show quickly became a cultural touchstone, its third season alone accumulating 16.9 billion viewing minutes on the platform. That same year Apple TV sealed a 10‑year, $2.5 billion broadcast rights deal with Major League Soccer, a partnership that executives declined to tie directly to the series but that underscored the growing appetite for soccer content in the United States.
Longtime Revolution commentator Taylor Twellman, who has spoken with Jason Sudeikis and Brendan Hunt over lunch, admits that early plot points strained his suspension of disbelief, yet he praises the series for rendering tactical nuance in a way that casual fans can grasp. Former U.S. women’s national team midfielder Sam Mewis and veteran defender Ali Krieger echo that sentiment, noting that the show’s portrayal of personalities feels authentic, even when the on‑field strategies are simplified.
Soccer made accessible
The impact extends beyond living rooms. Lisa Wales, the girls’ soccer coach at Marblehead High School, has woven phrases like “be a goldfish” and “believe” into her practice, helping her team upset a 60‑game winning streak to claim a 1‑0 victory. Her story illustrates how the series has turned optimism into a tangible playbook for young athletes.
Even the sport’s future is being imagined through the lens of the show. The Portland Hearts of Pine, a USL League One club co‑owned by NESN’s Tom Caron, plans to launch a women’s side in 2027, mirroring the arc of Lasso’s move to a female team. Such initiatives suggest that the narrative’s influence is already shaping real‑world structures.
While studies indicate soccer participation had been climbing steadily before the series debuted, the show undeniably added a cultural layer to the sport’s rise. Twellman acknowledges that *Ted Lasso* is one of many catalysts, but its ability to make the game feel inclusive remains a distinctive contribution.