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When Ted Lasso returns for Season 4 next week, audiences around the world will once again step into the instantly recognisable streets of Richmond, a place that has become synonymous with one of television’s most beloved series. Since its launch, the show has become a cultural phenomenon, celebrated for its optimism, storytelling and distinctive sense of place. It has also brought global attention to Richmond, helping establish the borough as an international fan destination and creating an on-screen world that audiences around the globe have connected with.

Film London’s Fernanda Franco spoke with Supervising Location Manager Eleri Coulten, who worked on Season 4, alongside Filming Officers Sarah Hillman and Sue Lewis from filmrichmond, to explore what goes into supporting a major production within a historic and largely residential area. They share insights into filming in a globally recognised location, building relationships with residents and businesses, managing the impact of increased tourism, and balancing the opportunities and challenges that come with hosting a much-loved series.

Eleri, what was it like joining the locations team for an established series like Ted Lasso, and what challenges came with bringing a much-loved production back for Season 4?

EC: “Like many people, I thought Ted Lasso had the perfect ending at the close of Season 3, so I was genuinely surprised (and delighted) when I got the call asking me to join the team for Season 4. The introduction of Ted coaching a women's team gave the new series an exciting direction, and I was thrilled to join a production which is so close to people’s hearts.

Joining a returning series also came with a unique responsibility. The previous locations team had spent three seasons building strong relationships with property owners, residents and businesses throughout Richmond. Many assumed the production had finished for good, so although there was a huge amount of goodwill towards the show, you can never take that for granted. A big part of my role was rebuilding those conversations, ensuring everyone felt valued and excited to welcome the production back.

One of the surreal aspects of working on Ted Lasso is that the locations have become celebrities in their own right. It's not uncommon to be discussing a scene with the director and producers on Richmond Green or Paved Court while, just a few metres away, fans from around the world are taking photographs outside the pub or posing on the now-famous bench. It was a lovely reminder of just how much the show means to people, and my team and I were helping bring it back to the screen.”

Sue and Sarah, what did it mean for filmrichmond to welcome Ted Lasso back to Richmond for Season 4?

filmrichmond: “It was great! We were excited when we were contacted by the locations team to let us know there was going to be a Season 4 (especially after the ending to Season 3!). Richmond Green and Paved Court have become such iconic locations in the series and we were very happy to brief the new locations team on what to expect.”

Eleri, in an era of CGI and AI, how important is it to use real locations in productions, and how important was it for Ted Lasso to remain grounded in recognisable places like Richmond?

EC: “Very important! Otherwise, I wouldn’t have a job. So, on a personal level, I’m very keen for productions to always film on location. However, I also think you can’t beat it. The atmosphere, the light, the integrity of filming on location will never be replaced by AI (I hope!).

For Ted Lasso, Richmond isn't simply a backdrop; it's a character in its own right. Audiences have formed a genuine connection with its streets, the Green and the local businesses, to the point where fans now travel from all over the world to experience those places for themselves. Being recognisable is a big part of what makes the show feel authentic and relatable. That's something you simply can't recreate with a computer-generated environment.”

Eleri, can you share a behind-the-scenes moment from Richmond that fans might not know about?

EC: “A few doors up from the pub, there is now a Ted Lasso shop… a shop entirely dedicated to the series has opened on Paved Court, the street where Ted lives. So, we had to adapt the camera angles to make sure we didn’t see the shop in any of our scenes.”

How important was early collaboration between the production, filmrichmond and local stakeholders in bringing the series back?

EC: “About a month or so before my official start date, the producers asked if I could spend a day visiting the key locations in Richmond to check they would be happy to welcome us back. Without their support, it would have meant some significant script rewrites. Central to this was an early conversation with filmrichmond. They had been involved since Season One and were incredibly supportive from the very first phone call. Their knowledge of what had been achieved previously, as well as what was possible within the borough, helped us hit the ground running.

One of the interesting aspects of working on Ted Lasso is the way the scripts develop. Whilst we knew some of the show's iconic locations would return, other scenes emerged as the writers refined the story, meaning new location requirements could appear at relatively short notice. Because of that, it was important to build a thorough understanding of Richmond (not just the famous landmarks), its streets, businesses, parks and hidden corners. Whatever we presented, we wanted it to feel authentic to the world the show had established.”

filmrichmond: “We initially met with Eleri in Richmond in June 2025 (filming didn’t start with us until September 2025) to walk the course and chat about how the filming had been managed at these locations in previous seasons, what had worked and what we could improve. We showed her key locations, gave her a heads-up on available parking, and gave advice on Highways lead-in times, as these can range from four weeks’ notice for a road closure, two weeks for a mobile plant licence and seven to ten days for traffic management. Having a decent lead-in time didn’t make the process faster, but it did give us a chance to give local groups good notice that the series was coming back. Having this much notice also allowed us to give other productions a heads-up that Richmond would be busier from September that year.”

Eleri, how does working on a returning, well-established series like Ted Lasso compare with working on a brand-new show?

EC: “It can be very helpful. When you’re scouting and trying to secure new locations, when you mention you’re working on the next season of Ted Lasso, doors can suddenly fly open. It feels incredibly rewarding to be part of a project that is loved by so many people.”

What were the biggest logistical challenges of filming in busy locations like Richmond green and how did you work to support residents, businesses and visitors?

EC: “Richmond is an incredibly busy and well-loved part of London, so filming there always required a careful balance between the needs of the production and those of residents, businesses and the many visitors who come to the area.

One of the biggest lessons for me was that there is never a ‘one size fits all’ approach to community engagement. While the success of Ted Lasso brought a significant increase in tourism to Richmond (which many local businesses welcomed) it also meant some residents naturally became more sensitive to the additional activity that filming could bring.

With all resident consultations, the most effective approach is simply to listen. People generally want to know that their concerns have been heard, whether that's about access to their home, deliveries, parking or simply understanding what is happening. By having those conversations early and working with individuals to find practical solutions wherever possible, we were able to maintain positive relationships throughout filming.”

filmrichmond: “As with all filming, parking is a major issue. We’re always striving to balance the needs of the production with those of residents, businesses and visitors. In terms of Richmond Green, we have an excellent relationship with the local friends’ group, and we keep them informed of exactly what’s being proposed. Paved Court is full of independent shops who rely on footfall – having filming in such a small area can sometimes cause issues. The locations team built up a good relationship with all the businesses and worked closely with us to ensure that any filming that took place was the least disruptive to the businesses. This could mean filming before the shops opened and filming after they close.”

Sue and Sarah, has the success of Ted Lasso changed the way Richmond works with productions or presents itself as a film location? Have you noticed any changes in the types of productions coming to the borough?

filmrichmond: “Well, Richmond Green has always been our most popular location but having so many visits from the Ted Lasso team over the last six years or so, has allowed us to fine tune our ‘formula’ for what the area can take, what works and what might not. We wouldn’t say there’s been a particular shift in the types of productions coming either. They don’t seem to mind that it’s now very identifiable!

We have robust processes in place to ensure that resident groups and businesses are consulted with, and we feel any short-term pressures are offset against the measures we put in place to mitigate any inconvenience felt on filming days.”

Sue and Sarah, with Ted Lasso attracting fans from around the world, what impact has the series had on Richmond’s profile and the local visitor economy?

filmrichmond: “Ted Lasso has absolutely raised the profile of Richmond nationally and internationally. Richmond Green, the Prince’s Head pub and the surrounding locations have become instantly recognisable to audiences around the world, and this is clear to see in the increased footfall to the area. Residents do see the value of the increasing number of visitors as this helps to strengthen Richmond’s reputation as a destination and obviously contributes to the borough’s wider visitor economy.”

Eleri, looking back, how would you describe your filming experience on Ted Lasso Season 4 in Richmond?

EC: “Over the course of the season, we filmed in Richmond several times and often had to make last-minute requests. That is only possible when you have built relationships based on trust, and I felt that my team and I were able to do that. Ultimately, it is the team on the ground during filming who make sure we deliver what we have promised, protect the needs of businesses and residents, and give the production the creative space it needs. I am incredibly grateful to them, as well as to the filmrichmond, the location owners, and all the residents and businesses who accommodated us and made it possible for Ted Lasso to return to Richmond for a successful Season 4 shoot.”

Sue and Sarah, what do you hope the legacy of Ted Lasso will be for Richmond and the wider borough?

filmrichmond: “We feel very lucky that Warner Brothers and the team at Ted Lasso chose AFC Richmond as their team! We love how successful the programme has become and how popular the series has been overseas. The Ted Lasso effect has benefitted Richmond and the wider borough enormously. We have seen a huge increase in tourism in the area which not only benefits the local economy and helps support local businesses but also puts Richmond well and truly on the map.”