‘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 everything you need to know about the new season, including how it reflects changes in the sports business world.

Wait, Didn’t Ted Lasso End?

When the Ted Lasso season 3 finale dropped on May 31, 2023, fans were under the impression that the story and the series were over.

In February 2024, Jason Sudeikis, Brendan Hunt, Joe Kelly, and other members of the writing staff met at Ojai Valley Inn between L.A. and Santa Barbara to see if there was enough material to return.

“We were just kind of kicking the tires on it—or, as we were saying at the time, checking the viability of the soil,” Hunt told the Hollywood Reporter.

The team found that the soil was very fertile.

What’s the premise for season 4?

Season 4 of Ted Lasso takes place three years after season 3.

Ted, played by Sudeikis, has gone back home to Kansas City to be a present father to his son Henry. He’s working as an assistant manager at a grocery store when his old pals Rebecca, Keeley, and Leslie come for a visit with an intriguing proposal to coach AFC Richmond’s women’s team.

After some soul-searching, it is an offer he can’t refuse.

Who’s back for season 4?

Many fan favorites are coming back. Hannah Waddingham, Juno Temple, and Jeremy Swift will reprise their roles as Rebecca, Keeley, and Leslie respectively. Coach Beard and Roy Kent will again be played by Hunt and Brett Goldstein.

Who’s new?

The Lady Greyhounds will introduce the audience to new faces.

There’s the austere coach, Alice Chilton, played by Tanya Reynolds. Players include Gemma, played by Abbie Hern; Lizzie, played by Faye Marsay; and Boots, the goalie, played by Jude Mack.

There’s also the pair of twins Siobhan and Niamh, played by Rex Hayes and Aisling Sharkey.

Is women’s sports the ultimate growth market?

While Ted is certainly not a businessman, the mustached character is onto something.

Women’s sports is quickly becoming a profitable new frontier. Deloitte Global believes that elite women’s sports will be a $3 billion global market by the end of 2026. This represents 340% growth since just 2022.

A real-world example of this is the increased viewership of the WNBA. Last year’s season was the most watched in the league’s history, according to Nielsen, with 220 million hours of content being consumed.

Just last weekend, the new Women’s Professional Baseball League threw out the first pitch in Springfield, Illinois, and we are just a year away from the women’s FIFA World Cup.

The possibilities for hope, profit, and cheesy dad jokes are endless, both in the real world and on the new season of Ted Lasso.

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