When the 2026 World Cup draws near, the United States is no longer a footnote in the global soccer narrative. Co‑hosted with Mexico and Canada, the tournament arrives more than three decades after the country staged the 1994 edition, a moment that marked the beginning of organized professional soccer in America.
A Homegrown Influence
Brendan Hunt, the Emmy‑winning co‑creator and star of the Apple TV series 'Ted Lasso', argues that the notion of American indifference toward soccer is increasingly outdated. He points to the World Cup’s growing viewership and the anecdotal surge of fans who discovered the sport through the show, suggesting that the nation is far more prepared for the competition than it was in 1994.
The comedy, which follows an American coach thrust into the high‑stakes world of English football, has become a cultural touchstone. Hunt says the series has acted as a catalyst, drawing viewers who might have otherwise ignored the sport and converting casual curiosity into genuine fandom.
Jason Sudeikis, who co‑created and stars as the eponymous coach, has joked that the show’s impact is evident even within his own household. ‘I’ve heard my kids ask for a soccer ball after an episode,’ he said, underscoring how the series has permeated everyday conversation about the game.
The upcoming fourth season, slated to premiere on Apple TV on August 5, will see Ted return to Richmond to coach a second‑division women’s team. This new chapter promises to expand the show’s focus beyond the men’s game, reflecting broader shifts in how soccer is portrayed and consumed in the United States.
While the series has undeniably contributed to the sport’s visibility, Hunt cautions against attributing soccer’s rise solely to 'Ted Lasso'. He notes that Major League Soccer’s launch two years after the 1994 tournament laid groundwork that predates the show, and that each World Cup naturally attracts bandwagon fans whose long‑term engagement remains to be seen.
The conversation around soccer’s American ascent is part of a larger media landscape that blends sports and entertainment. As the lines between broadcasting platforms and content creation blur, services like Apple TV find themselves at the intersection of global events and niche storytelling.