Richmond Upon Thames, England is celebrating the lasting legacy of one of television's biggest success stories with the launch of a new campaign video showcasing the locations that helped turn the town into a global destination.

Since Ted Lasso first aired, Richmond – ranked in 2025 as London’s best borough - has become a must-visit location for fans from across the world, with visitors travelling from countries including the United States, Australia, Canada and across Europe to experience the streets, pubs and landmarks featured throughout the award-winning series.

The show's success has transformed Richmond into an internationally recognised filming destination, generating footfall for local businesses, independent retailers, cafés, restaurants and hospitality venues while introducing millions of viewers to the charm and character of the town.

To celebrate this unique connection, Be Richmond, the Business Improvement District (BID) for Richmond town centre, has launched a new campaign video highlighting the iconic locations featured in the series and inviting visitors to explore the real Richmond behind AFC Richmond.

The campaign also shines a spotlight on Richmond's thriving independent businesses, beautiful riverside setting and welcoming community, reinforcing the message that while Ted Lasso may have introduced the world to Richmond, the town itself offers far more to discover.

Research has highlighted the remarkable cultural impact of the series, with the fictional AFC Richmond becoming one of the world's most recognisable football brands, particularly in the United States. The programme has also helped cement Richmond's reputation as a destination synonymous with optimism, community spirit and the iconic message to "Believe".

Fay Cannings, CEO at Be Richmond, said:

"Ted Lasso has had an extraordinary impact on Richmond and has only served to strengthen its position as a top tier visitor destination. Through the show millions of people around the world have been introduced to our historic, picturesque town, and we're still seeing visitors making the journey to experience the locations they've fallen in love with on screen.

"This campaign is a celebration of that legacy. Whether you're a lifelong fan of the show or discovering Richmond for the first time, we hope it inspires people to explore our

incredible town, support our local businesses and experience the warm welcome that makes Richmond so special."

The campaign video is now live across Be Richmond's digital channels and forms part of the organisation's ongoing work to promote Richmond town centre as a vibrant destination to live, work, shop and explore.

For more information, visit Be Richmond's social media channels.

Notes to Editors

1. Be Richmond is the Business Improvement District (BID) for Richmond town centre. Its purpose is to represent and support Richmond BID levy payers, and to promote Richmond town centre as a great place to live, work and explore.

2. Follow @berichmondUK on Instagram and Facebook and visit www.berichmond.london for what's on in Richmond.