‘Ted Lasso’ pivots to women’s sports for season 4: Here’s why it’s the perfect evolution for the Apple TV+ hit
It’s easy to get bogged down in a negative spiral with the current news cycle and the lack of Ted Lasso reminding us to be a goldfish. While the state of the world can’t be solved by a fictional character in a television show, Apple TV+ is aiming to fill the void anyway. Ted Lasso season 4 drops today with its signature brand of optimism, this time tackling the world of women’s sports. Here’s…
Ted Lasso's fourth season, set to premiere on Apple TV+, brings a fresh perspective to the beloved comedy, now focusing on the world of women's sports. Initially believed to have concluded after the season three finale in May 2023, the show's creators recognized enough potential to return in February 2024.
The storyline unfolds three years post-season three, with Ted Lasso (Jason Sudeikis) returning to Kansas City to become a father to his son Henry. He takes a job as an assistant manager at a grocery store when his old friends Rebecca, Keeley, and Leslie return to the city with a proposal. Lasso accepts the proposal to coach AFC Richmond's women's team, introducing new dynamics and fresh characters.
Rebecca, Keeley, and Leslie are once again portrayed by Hannah Waddingham, Juno Temple, and Jeremy Swift. The returning cast also includes Coach Beard (Brendan Hunt) and Roy Kent (Joe Kelly). New faces are introduced, including Alice Chilton (Tanya Reynolds), a stern new coach, and players Gemma (Abbie Hern), Lizzie (Faye Marsay), and Boots (Jude Mack), along with twins Siobhan and Niamh (Rex Hayes and Aisling Sharkey).
Women's sports is emerging as a lucrative market, with Deloitte Global predicting it will reach a $3 billion global market by the end of 2026, reflecting a 340% growth since 2022. The WNBA's record viewership, Nielsen's data showing 220 million hours of content consumed, and the upcoming Women’s Professional Baseball League and women’s FIFA World Cup all contribute to this growth.
Thus, Ted Lasso's fourth season not only presents an entertaining narrative but also subtly reflects the evolving landscape of sports business, offering a hopeful and optimistic outlook on the growth of women's sports.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
