Believe

1. From Ad to Apple: The Unlikely Origin Story

That was how it felt: it was like we did this magic thing, and no one will ever see it.

Born from an ad. Ted Lasso originated from a 2013 NBC Sports ad campaign to promote Premier League soccer in the US. Jason Sudeikis, Brendan Hunt, and Joe Kelly created the character of a clueless American football coach in England, initially intended to make soccer less intimidating to Americans. The ads were unexpectedly popular, especially in the UK, leading to a sequel.

From sketch to series. The idea of turning the character into a TV show lingered for years. Sudeikis, Hunt, and Kelly developed the concept, adding depth like Ted's personal struggles and family issues. Despite pitching it around Hollywood, they found little interest until connecting with producer Bill Lawrence, who recognized its potential as a character-driven comedy.

Finding a home. Lawrence's company partnered with Warner Bros. Television, and they eventually sold the show to Apple TV+, which was not yet launched. The creators were drawn to Apple's global reach and resources, despite the platform being unproven. This unlikely journey from a viral ad to a streaming series set the stage for the show's underdog narrative.

2. Casting Chemistry: Finding the Right Team

The minute or the second I saw her, it was like seeing something that was only in my head, in real life.

Intentional casting. Beyond Sudeikis and Hunt, the creators sought British actors, many not widely known, who could bring depth and authenticity. Casting director Theo Park had significant freedom, focusing on finding the right fit for each complex character, especially Rebecca Welton, who needed range to portray both villainy and vulnerability.

Perfect fits emerged. Hannah Waddingham, known for "Shame!" in Game of Thrones, was suggested by a friend and immediately impressed Sudeikis, embodying the character perfectly despite her own career re-evaluation after a family health scare. Juno Temple, known for dramatic roles, was handpicked by Sudeikis for Keeley Jones, surprising her but proving her ability to bring warmth and humor.

Unexpected discoveries. Brett Goldstein, initially hired as a writer, secretly auditioned for the role of the gruff Roy Kent, convincing the creators he was the perfect, rageful heart of the team. Nick Mohammed, who first auditioned for Higgins, landed the role of Nate Shelley, with Sudeikis outlining his character's multi-season arc from the start. Jeremy Swift's perfect audition secured the role of Higgins, while Cristo Fernández's magnetic self-tape led to the creation of Dani Rojas.

3. Filming Challenges: Football, Weather, and COVID

You need to do it wrongly in order to learn how to do it correctly.

Authenticity matters. Filming in England, particularly in the picturesque town of Richmond and at real football stadiums (like Crystal Palace for AFC Richmond's home ground), was crucial for the show's "love letter to England" feel. However, shooting football scenes realistically proved challenging, especially since actual stadium pitches were off-limits for extensive filming.

Overcoming obstacles. Season one football scenes were often shot at night in November rain, making conditions difficult for the cast and crew. They learned from these early struggles, improving techniques and bringing in experts like soccer coach Chris Powell and choreographer Kasali Casal for later seasons. Visual effects teams used green screens, lidar scans, and digital crowds to create convincing stadium environments.

Pandemic production. Season two filming began in January 2021 under strict COVID protocols. This meant masks, social distancing, limited socializing, and constant testing, making the tactile, collaborative nature of the show's set more difficult. Despite the challenges, the shared gratitude for being able to work and the show's growing popularity helped maintain morale.

4. The Cultural Phenomenon: Right Show, Right Time

It felt revolutionary to see someone being nice.

Unexpected success. Premiering in August 2020 during the height of the pandemic, social unrest, and political turmoil, Ted Lasso arrived with little fanfare on a new streaming service. Initial reviews were mixed, but word-of-mouth, celebrity endorsements, and social media buzz quickly propelled it to popularity.

A needed balm. The show's themes of kindness, empathy, perseverance, and vulnerability resonated deeply with viewers navigating a difficult period. It was widely described as "the show we need right now," offering emotional escape and restoration. While conceived before the pandemic as a response to toxic discourse, its timing amplified its impact.

Awards and recognition. The show's popularity translated into critical acclaim and numerous awards, including a record-breaking twenty Emmy nominations for its first season and repeat wins for Outstanding Comedy Series. This cemented its status as a cultural phenomenon, leading to merchandise, real-world sports references, and increased fame for its cast.

5. Character Journeys: Transformation and Growth

The story of the next three seasons is how they all help one another start moving freely through the world and their lives again.

Beyond stereotypes. The show introduces characters based on familiar archetypes (the icy boss, the arrogant star, the surly veteran) but quickly reveals their complexities and vulnerabilities. The core narrative is less about soccer and more about these individuals confronting their issues and striving to become better versions of themselves.

Shared struggles. Many characters grapple with the impact of difficult relationships, particularly with their fathers (Ted, Nate, Jamie) or ex-husbands (Rebecca). These personal demons drive much of the drama and emotional arcs throughout the series, highlighting how past hurts shape present behavior.

Collective healing. The characters' transformations are rarely achieved alone. Through their interactions, friendships, and mutual support, they help one another navigate challenges, offer forgiveness, and find self-acceptance. This emphasis on community and connection is central to the show's optimistic message.

6. Relationships: Bonds Beyond Romance

Sometimes you can have a relationship with somebody that is so deep that it goes beyond.

Platonic power. Ted Lasso excels at depicting deep, meaningful relationships that are not romantic. The central bond between Ted and Rebecca, born from her initial desire for revenge, evolves into a profound, mutually supportive friendship that defies typical TV expectations for male-female leads.

Female solidarity. The friendship between Rebecca and Keeley is another highlight, showcasing a nurturing, honest, and mutually empowering relationship between two women. They support each other through personal and professional challenges, calling each other out while maintaining unwavering loyalty.

Evolving dynamics. The show explores various relationship types, including the messy love triangle between Keeley, Roy, and Jamie, which evolves into an unlikely friendship between the two men. It also touches on family bonds, mentorships, and the chosen family formed by the AFC Richmond team, emphasizing the importance of connection in all its forms.

7. Music: The Show's Emotional Soundtrack

They can break your heart, and they can make you laugh at the same time.

Integral element. Music is a crucial component of Ted Lasso, used to underscore emotional moments, fuel comedic set pieces, and provide cultural references. From the theme song by Marcus Mumford and Tom Howe to licensed tracks and commissioned pieces, the soundtrack enhances the show's tone and storytelling.

Strategic choices. Song selections are often deliberate, reflecting character moods, narrative themes, or paying homage to other films and musicals. Iconic songs are sometimes recontextualized for dramatic or comedic effect, such as using Rick Astley's "Never Gonna Give You Up" during a funeral eulogy.

Apple's advantage. The show's production by Apple facilitated securing rights to expensive and notoriously difficult-to-clear songs from legendary artists like The Beatles, The Rolling Stones, Beyoncé, and Radiohead. This access allowed the show to use music as a powerful narrative tool, often surprising viewers with its choices.

8. The Nate Arc: A Star Wars-ian Fall and Rise

His gray hair is a constant reminder of what he did, really.

The Wonder Kid's fall. Nate Shelley's journey is one of the show's most dramatic arcs, mirroring Anakin Skywalker's turn to the Dark Side. Initially a shy, overlooked kitman, Nate's tactical brilliance and growing confidence are corrupted by insecurity, public validation (especially on social media), and the manipulative influence of Rupert.

Betrayal and regret. Nate's bitterness, stemming from a difficult relationship with his critical father, manifests as cruelty towards others, culminating in his betrayal of Ted and tearing down the Believe sign. His move to West Ham under Rupert's wing represents his full embrace of the "dark side," though his internal conflict and guilt are evident.

Path to redemption. Season three focuses on Nate's struggle with the consequences of his actions and his eventual path towards healing. This involves confronting his relationship with his father and seeking emotional equilibrium, ultimately leading him back towards decency and a potential return to Richmond, albeit with lasting reminders of his past.

9. The Ending: Tying Up Stories and Leaving Questions

We don’t want to know the future. No, no, we wanna be here right now.

A planned conclusion. From the outset, Ted Lasso was conceived as a three-season story, culminating in Ted's return home to Kansas. The final season aimed to bring closure to the main character arcs and narrative threads established over the series.

Satisfying payoffs. The finale delivers emotional resolutions for many characters: Nate's reconciliation with Ted and return to Richmond, Rebecca's final break from Rupert and potential new romance, Sam's national team inclusion, Colin's public coming out, and the team's collective growth. The reassembly of the Believe sign symbolizes their journey and unity.

Future possibilities. While Ted's story concludes, the finale sets up potential spin-offs, including Roy, Beard, and Nate coaching Richmond and Rebecca and Keeley starting a women's team. The question of whether the show will continue in some form remains open, but the creators emphasize that the core story they set out to tell has been told.

Last updated: July 14, 2025