When I kicked off this whole sports-marketing-PhD-thingy, I realized I had to watch Ted Lasso. Or maybe I just found a really good excuse to binge a feel-good show under the label of “research.” Either way, since it’s one of the most talked-about sports-themed series of recent years, it felt like a must.
Also, by the time I hit play, I had already written articles on the Sports Ecosystem (Wiki) and What Makes a Good Coach, so naturally, as I watched, my brain started comparing the show’s sportsy bits to real-life sports marketing and sports management theories.
Now, let’s be clear—Ted Lasso is not a sports show. And honestly, no one should take it too seriously from a sports point of view. It’s about relationships (kinda sports-related), emotional baggage (meh), the power of kindness (hm?), and leadership, which is probably the most sports-related theme. Anyway, sports just happen to be the setting where all these comedy-drama situations go down. It’s also part of the reason why I managed to binge-watch this show quite fast by forwarding through most of the stuff that was sports unrelated.
That said… I wanna justify myself a little bit more here. If we do go down the rabbit hole of trying to analyze this sports-sci-fi sitcom through an actual sports business lens—I wouldn’t be the first to do something fun and mostly pointless when it comes to TV/movies and science. I mean, there are folks out there writing PhDs on Star Wars technology and debating whether lightsabers could work in real life, for Christ’s sake.
So… comparing Ted Lasso’s coaching style to real-world sports marketing isn’t that far, far away, right? And it also helps us learn the academic material.
Alright. Let’s dive into the lessons from Ted Lasso that actually (surprisingly?) align with the real stuff in sports marketing and management—and my research.
What in Ted Lasso actually aligns with Sports Ecosystem research?
Lesson 1: Sports Fans – Key Sports Ecosystem Entity
Early in Season 3, Ted invites Richmond supporters to a practice. Coach Beard balks—fans at practice?!—but Ted shrugs it off with, “It’s their team. We’re just borrowing it.” That line might sound like heartwarming fluff, yet it echoes a core sports ecosystem idea: fans are essentially the owners of the team’s cultural value.
According to Cocieru et al (2019), this is called psychological ownership—the notion that fans feel a team is “ours,” driving them to invest emotionally (and financially) in it. Ted treating the fans like true owners isn’t just kindness; it’s backed by science. One study even found that a strong sense of ownership among supporters is what sparks some to become literal team owners.
When Ted opens the gates to the Richmond training ground, he’s doing what in theory all clubs should do: empowering the fan community and validating their stake in the club.
So what you should know is that fans are the central figure around which all other entities align, providing the demand and engagement essential for the ecosystem’s functioning. Scholars like Rundh & Gottfridson (2015), Bailey et al. (2014), and Maltese & Danglade (2014) consistently identify fans as the ecosystem’s primary driver, fueling revenue, engagement, and the success of leagues and teams.
Lesson 2: Sports Media – The Catalyst of the Sports Ecosystem
This fan-centric worldview is just one example of how Ted Lasso nails sports ecosystem dynamics. Another successful take would be the show’s portrayal of the sports media. From day one, Ted faces a press corps ready to rip him apart—The Independent’s Trent Crimm, tabloids calling him a “wanker,” the whole gamut.
It’s a comedic exaggeration, but also a nod to how media and sports are inseparable. In fact, sports as we know it grew hand-in-hand with media revolutions: newspapers, radio, TV, the internet, social media – each era transformed how fans engage with their teams.
Ted Lasso spotlights this interplay. We see how a single press conference or viral story (remember when Trent’s article sways public opinion on Ted?) can whip the entire Richmond fanbase into a frenzy. It underscores a truth from sports marketing history: every major media innovation from print to Twitter has boosted sports’ reach and changed the game.
Media entities, including television networks, streaming services, and social media channels, broadcast events to a global audience. They create narratives and increase engagement, which enhances fan loyalty and expands the sport’s reach (Collignon & Sultan, 2014; Rundh & Gottfridson, 2015; Bailey et al., 2014).
Lesson 3: Hypegenic Players – Increase Club Value
Then there’s Zava, the hypegenic striker introduced in Season 3. If you thought he seemed larger than life, you’re not wrong—Zava is basically a parody of real superstar athletes (hello, Zlatan Ibrahimović). Richmond signing Zava mid-season felt like a wild plot twist, but it parallels a common sports marketing strategy: the marquee signing as an influencer marketing play.
In my research, I call these guys Influencer Athletes. They’re not only good on court, but their mere presence and popularity on social media skyrockets a team’s visibility and brand appeal. Zava’s transfer brought Richmond instant buzz: merch sold out, TV cameras followed his every move, teammates bowed to him like a messiah.
This mirrors real life – think of how the L.A. Galaxy signing David Beckham in 2007 suddenly put MLS on the global map, or how a mid-tier basketball club luring an NBA player causes international intrigue. Zava personifies the star power effect. Ted, ever the optimist, hopes Zava will be a team player, but the show cleverly shows the double-edged sword: stars bring eyeballs and goals, but also egos and dependence. In marketing terms, Zava is a brand unto himself. AFC Richmond basically becomes “Zava FC” for a while, illustrating how a strong athlete brand can eclipse the club’s brand – a phenomenon sports marketers know well. (We’ve seen teams that live and die by a superstar’s presence… and exit.)
Lesson 4: Rivalries Can Ignite Sports Popularity
Another spot-on element is how Ted Lasso handles rivalries. Sports rivalries aren’t just fun drama; they’re the economic and cultural engines of leagues . The show gives us Richmond vs. West Ham United, which isn’t just any rivalry – it’s personal, thanks to the Ted vs. Nate feud and Rebecca vs. Rupert grudge.
Rivalries amplify fan engagement like nothing else and is something any sports marketing department should look for. Tickets, TV ratings, merch sales – they all spike when two rivals face off. Ted Lasso captures this: the Richmond-West Ham match is depicted as a colossal event with storylines and emotions peaking. The show even portrays how media and fans fuel the rivalry narrative (press conferences poking at the Ted/Nate beef, fan chants roaring extra loud).
This aligns with sports research showing that fans assign special meaning to beating a rival – it’s not just three points, it’s bragging rights, identity, value. My deep-dive into rivalries noted that rivalry games often see higher attendance and viewership because fans’ attention is uniquely intense. Richmond vs. West Ham is a textbook example – we the audience are invested because the characters (and by extension, we fans) care more about that matchup than a random mid-table game. The show basically says: in sports, narrative is king, and rivalries are the best narrative in town.
According Tyler et al. (2017), the concept of rivalry is widely recognized as a contributing factor to consumer demand for sporting events. Rivalry plays a key role in understanding the demand for sports, as it reflects the unique attention fans give to specific opponents (Havard et al, 2013; Kilduff et al., 2010).
All told, Ted Lasso might be a fictional comedy, but under the hood it aligns with some of the sports ecosystem concepts quite well. Fans as the spiritual owners of a club, media shaping a team’s narrative, star players driving marketing impact, rivalries fueling the business – it’s all in there, sugar-coated with British humor and Ted-isms.
Does Ted Lasso have the Good Coach traits?
Alright, time to put Ted under the microscope—not as a TV character, but as a coach. And not just any coach, but one measured by the real traits that make great sports leaders in today’s competitive ecosystem. These are the traits I broke down in my article on good coaches: Charisma, Experience as a Leader, Competence, Relatedness, Adaptability, Motivation & Drive, and Leading by Example.
Let’s walk through each one and see where Ted Lasso shines—or stumbles.
Charisma
This one’s a no-brainer. If you’re looking for charisma, Ted’s your guy. From the first time he walks into the Richmond locker room in that khaki get-up, dropping Midwestern charm bombs and awkwardly shaking hands, it’s clear: the man has presence. Charisma isn’t just about being likable—it’s about pulling people into your orbit. Ted has a way of inspiring belief, even in skeptical players, jaded journalists (shoutout Trent Crimm), and his boss, who originally hired him to fail.
More importantly, Ted connects beyond the locker room. The fans chant his name, kids want autographs, and the media eventually softens up—not because he wins them over with results early on, but because his character is magnetic. Charisma is the oil that keeps the wider sports ecosystem running—media, fans, boardrooms. Ted gets that instinctively. He’s a walking culture builder.
Verdict: 10/10 charisma.
Experience as a Leader
This one’s trickier. Ted has leadership experience—but in a completely different sport. In the show, he won a Division II college football championship, which means he knows what it’s like to lead a team, deal with pressure, and manage personalities. That’s legit.
But the leap from American football to European football is massive. He starts from zero in terms of tactical knowledge. So while he’s clearly led before, he hasn’t led in this environment. He also never played the sport, which puts him at a disadvantage compared to ex-pros like Roy Kent or even Nate, who grew up in the system.
That said, Ted does show strong leadership instincts. He holds the locker room together through brutal losing streaks, handles player crises with calm (Sam, Jamie, Colin), and slowly builds a high-trust culture. Even when results falter, the team believes in him—because they trust the direction he’s leading them in.
Still, in top-level sports, relevant leadership experience matters. Being a great college coach doesn’t always translate to Premier League success. Ted gets points for transferable skills, but he’s learning on the job.
Verdict: 8/10 for general leadership strength, 4/10 for sport-specific experience. Overall: 6/10
Competence
Let’s be honest: if there’s a flaw in the Lasso package, it’s this one.
In terms of technical football (soccer) competence, Ted starts out almost laughably underqualified. He doesn’t know the rules, tactics, or even the culture of the sport. He leans heavily on Beard and (at first) Nate for actual football knowledge. Even by Season 3, his contribution to tactics is more vibes than vision.
Now, competence isn’t only about X’s and O’s—it’s also about knowing what you don’t know and surrounding yourself with the right people. Ted does that. He empowers Beard to handle tactics, and later Roy. He greenlights the Total Football transformation when it’s clear his way isn’t working. That’s adaptive delegation. But he never fully bridges the tactical gap himself.
In elite coaching, players and fans expect their coach to be a tactical authority. Ted never becomes that. His genius lies in human connection, not formations.
Verdict: 2/10 for tactical competence, 8/10 for leadership and emotional intelligence competence. Overall: 5/10.
Relatedness
Ted’s superpower. Hands down.
Relatedness means understanding players, connecting on a personal level, and building genuine trust. Ted does this better than almost any coach—real or fictional. From remembering birthdays to dealing with personal trauma, he treats his players like human beings, not just assets. That’s the foundation of everything at Richmond.
He helps Sam take a political stand, supports Colin’s coming out without turning it into a media story, and builds real friendships with Roy, Beard, even Rebecca. His ability to connect is why players run through walls for him—why even someone like Jamie Tartt, raised by a toxic father and fame, evolves into a team-first player under Ted’s care.
The only stumble? Nate. Ted failed to read Nate’s brewing resentment, and it nearly cost the club. But even that shows the complexity of human relationships—Ted wasn’t malicious, just unaware. He learns from it, which actually reinforces this trait.
Verdict: 9/10 for connection, with a small minus for the Nate blind spot.
Adaptability
Ted’s adaptability arc is slow, but it’s there.
Initially, he tries to apply his American football worldview to British soccer, with mixed results. He’s stubbornly optimistic, leans into what he knows, and resists change—until he can’t. That’s when he starts to pivot. He embraces a psychologist (Dr. Sharon), lets others take tactical control, and eventually approves a major system overhaul mid-season.
He also adapts culturally—embracing the sport, British humor, even tea (okay, maybe not tea). He shifts from outsider to accepted member of the Richmond community, without compromising his identity.
A great coach adjusts to new players, new dynamics, new expectations. Ted doesn’t lead with adaptability, but when the moment calls for it, he steps up.
Verdict: 7/10, with strong improvement over time.
Motivation & Drive
Ted motivates like it’s his religion.
The “Believe” sign, the goldfish advice, the halftime speeches—all of it contributes to a clear motivational philosophy: people before results, and results will follow. His players feel valued, seen, and empowered. That alone lifts their performance, especially for underdogs like Richmond.
Drive is a bit more subtle. Ted doesn’t come off as a win-at-all-costs guy. But he’s competitive—he wants to build something real. He wants to win, just not by sacrificing values. That might not make him a Mourinho-style fire-breather, but it makes him an intentional, sustainable leader.
Verdict: 9/10 for motivation, 7/10 for drive. Overall: 8/10
Leading by Example
The best leaders don’t just talk about values—they embody them. Ted walks the walk.
He models honesty (publicly owning his panic attacks), humility (letting others lead where he’s weak), kindness (giving players space to be human), and loyalty (forgiving Rebecca, Nate). He shows up, even when he’s struggling. And in doing so, he creates a team culture where others do the same.
Even skeptics like Roy Kent soften because Ted’s example speaks louder than any motivational slogan. The dude lives his philosophy, and the team reflects that.
Verdict: 10/10 for leading by example.
Final Take?
Ted Lasso might not be the most competent strategist, but in terms of character, culture-building, and leadership presence, he checks nearly every box. He’s a strong case study for the modern coach archetype: one who leads with empathy, empowers his staff, and wins hearts even before trophies.
He may not dominate tactics boards, but he wins in locker rooms, press rooms, and human rooms. And that’s not nothing—it’s the soul of sustainable coaching.
Verdict: 55/70; 7,85/10. Better than average.
Conclusion
So, is Ted Lasso a good coach? After this deep dive, the answer backed by sports marketing science (and a dash of personal bias) is: Yes, but he’d give a director of football gray hairs on tactics. Ted exemplifies the modern, holistic coach who prioritizes culture, player well-being, and personal growth alongside performance.
In a sports ecosystem perspective, he intuitively understands that a team isn’t just a lineup on a tactics board; it’s a living community of fans, players, media, and values. His success with AFC Richmond (at least on TV) suggests that leadership and emotional intelligence can unlock on-field results – a case of culture beating scheme, as Steve Kerr put it (HoopsHype, 2021). And if Kerr thinks Lasso is a good coach, well… There’s not much you can do about that.
Personally, as someone steeped in sports research, I find Ted Lasso’s coaching journey a tad idealized. But maybe that’s not the point. The show poses a question we often grapple with in real sports: can doing things the right way actually lead to winning? Ted’s story gives a hopeful yes, even if reality is more complicated.
It challenges coaches, players, fans to rethink the notion that ruthless = successful. Sports science kinda backs this shift: happier, more connected teams often perform better and certainly create more value in the long run.
Of course, Ted had the luxury of scriptwriters ensuring his team’s Hollywood comeback. In a real Premier League (if they got there) season, Richmond would still be mid-table at best, and a few crushing 5-0 losses to Man City could dampen the “Believe” spirit.
Ted Lasso is somewhat of a coaching fantasy, but one grounded in truths about human motivation and fandom.
As I wrap up, I’ll leave you with a reflective question: Would you want Ted Lasso coaching your favorite team? Would you trade some short-term wins for a coach who builds a positive legacy and genuinely cares about everyone?
Questions Related to Ted Lasso
Is Ted Lasso an actual good coach?
Yes—he’s an emotionally intelligent and motivational leader, though not a tactical expert.
Does Ted Lasso end up being a good coach?
By the end of the series, Ted proves he can lead a team to success by building strong culture and trust.
What kind of coach is Ted Lasso?
He’s a transformational, player-first coach who leads through empathy, positivity, and empowerment.
What is the famous quote from Ted Lasso?
“Be curious, not judgmental” is one of Ted’s most iconic and widely shared quotes.
Is Ted Lasso a good guy?
Absolutely—Ted is kind, honest, and principled, even when under pressure.
How is Ted Lasso so positive?
Ted uses optimism as both a personal coping mechanism and a leadership tool to uplift others.
Is Roy Kent based on a real player?
Roy Kent is widely believed to be inspired by Roy Keane, though the creators haven’t confirmed it directly.
Is Ted Lasso based on Klopp?
While not officially based on Jürgen Klopp, Ted shares similar values around culture, unity, and emotional connection.
Is Ted Lasso a good leader?
Yes—he leads by example, builds deep relationships, and inspires belief across the team.
Is Jamie Tartt based on anyone?
Jamie Tartt appears to be inspired by a mix of flashy footballers like Jack Grealish and Cristiano Ronaldo.
Is Zava based on Zlatan?
Yes—Zava is clearly modeled after Zlatan Ibrahimović, parodying his ego, flair, and superstar persona.
Why does everyone love Ted Lasso so much?
Because he represents hope, kindness, and emotional intelligence in a cutthroat sports world.
Why are people criticizing Ted Lasso?
Some critics argue the show became too feel-good and unrealistic in later seasons, especially around Ted’s lack of football knowledge.
What does Ted Lasso suffer from?
Ted struggles with anxiety and panic attacks, which he eventually addresses through therapy.
Why does Rebecca want Ted Lasso to fail?
At first, Rebecca hires Ted to sabotage the team and hurt her ex-husband, the club’s former owner.
List of References
- Bailey, J., Smith, C., Michener, G., Footz, N., Barrett, B., & Lau, G. (2014, December). The Global Sport Ecosystem. Global Sport Leadership Practice. Link.
- Cocieru, O. C., Delia, E. B., & Katz, M. (2019). It’s our club! From supporter psychological ownership to supporter formal ownership. Sport Management Review, 22(3), 322-334. Link.
- Collignon, H., & Sultan, N. (2014). Winning in business sports. ATKeaney Report. Link.
- Danglade, J. P., & Maltese, L. (2014). Marketing du sport et événementiel sportif. Dunod.
- Havard, C. T., Gray, D. P., Gould, J., Sharp, L. A., & Schaffer, J. J. (2013). Development and validation of the Sport Rivalry Fan Perception Scale (SRFPS). Journal of Sport Behavior, 36, 45–65.
- HoopsHype. (2021, July 19). The show found an early supporter in someone else who believes that winning should be fun. HoopsHype. Link.
- Kilduff, G. J., Elfenbein, H. A., & Staw, B. M. (2010). The psychology of rivalry: A relationally dependent analysis of competition. Academy of Management Journal, 53, 943–969
- Rundh, B., & Gottfridsson, P. (2015). Delivering sports events: The arena concept in sports from a network perspective. Journal of Business & Industrial Marketing, 30(7), 785–794. Link.
- Tyler, B. David & Morehead, Craig & Cobbs, Joe & DeSchriver, Timothy. (2017). What is rivalry? Old and new approaches to specifying rivalry in demand estimations of spectator sports. Sport Marketing Quarterly. 26. 204-222. Link.
