During a press gathering in Kansas City, Brendan Hunt and Jason Sudeikis, the co‑creators and leading actors of the Apple TV series Ted Lasso, spoke about the unexpected synergy between their show and the growing appetite for soccer in the United States.
They pointed to the 2026 World Cup, which the United States will co‑host with Mexico and Canada, as a catalyst that is building on a fan base that has been expanding for decades, a trend that began after the country hosted the tournament in 1994.
While the series has introduced many newcomers to the sport, both creators stressed that soccer’s rise predates the show and that the enthusiasm is often underestimated, especially compared with the early 1990s when the sport was still finding its foothold.
The conversation also touched on the future of the series itself; a fourth season has been green‑lit and is slated to debut in August 2025, with the titular coach returning to Richmond to guide a second‑division women’s team.
The cultural crossover
The partnership between Apple TV and the series illustrates how streaming platforms can amplify sports narratives, turning a comedy about an American coach into a conduit for broader soccer awareness.
Industry observers note that the exposure has helped renew interest in Major League Soccer and may influence grassroots participation, especially among younger audiences who see their favorite characters discussing the game.
The creators also acknowledged the role of iconic players such as Pelé, David Beckham and Lionel Messi in raising the sport’s profile in the United States, even though soccer remains a secondary sport behind American football, basketball and baseball.
With the 2026 tournament on the horizon, both Hunt and Sudeikis expressed optimism that the combination of global exposure and domestic storytelling could finally push soccer into the mainstream conversation in America.