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

August 7, 2026 - 02:00

Jason Sudeikis' Emmy-winning comedy has done more than win hearts and critical acclaim. It has quietly transformed a once-quiet corner of southwest London into a must-see destination for travelers from all over the world. The fictional AFC Richmond, with its beloved coach and his unwavering optimism, has turned the real-life suburb of Richmond upon Thames into a thriving hub of film-inspired tourism.

What was once a peaceful riverside community known for its historic pubs and deer park is now a bustling stop on the international travel circuit. Visitors flock to the Crown and Anchor, the pub that serves as the show's central gathering spot, though its real name is the Prince's Head. They line up to snap photos outside the team's headquarters, which is actually a local cricket club. Even the training ground, a public park in nearby Twickenham, sees a steady stream of fans hoping to spot a glimpse of the set or simply walk the same paths as their favorite characters.

The impact on local business has been significant. Shopkeepers report a sharp rise in foot traffic, and tour operators have added dedicated Ted Lasso walking tours to their offerings. Restaurants and cafes see a steady mix of curious newcomers and devoted fans who want to soak up the atmosphere. The show has not only put Richmond on the map but has also created a lasting economic ripple effect that shows no signs of slowing down, even as the series has wrapped its main run. For locals, the attention is a double-edged sword, but for the many visitors, it is a chance to step into a world that feels both fictional and wonderfully real.