KANSAS CITY, Missouri — The notion that soccer lacks a real following in the United States is “a little bit overstated,” according to “Ted Lasso” co-creator and star Brendan Hunt, who says the ongoing World Cup is helping make that case.
Hunt spoke with reporters in Kansas City ahead of the quarter-final matchup between Argentina and Switzerland on Saturday. He said he’s heard from viewers who claim the Apple TV comedy series sparked their interest in a sport they had previously ignored.
The show centers on an American coach who is unexpectedly brought on to lead an English soccer club. It became a major hit over its three-season run from 2020 to 2023, earning 13 Emmy Awards — including two for best comedy series.
When asked whether the show deserves some credit for boosting soccer’s profile in America, co-creator and star Jason Sudeikis offered a playful response: “I do within my own home.”
“It’s made it more popular,” Sudeikis added, before passing the question along to Hunt, who plays the character Coach Beard on the series.
Hunt jokingly suggested the show’s team had “tricked” some reluctant viewers into becoming soccer fans. But he was quick to point out that the sport’s rise in the United States started long before the show aired and is frequently underestimated.
The U.S. is currently co-hosting the World Cup alongside Mexico and Canada — the first time the country has hosted the tournament since 1994, more than 30 years ago. That earlier tournament helped fuel soccer’s growth in America, with Major League Soccer launching just two years afterward. Despite the presence of legendary players like Pele, David Beckham, and now Lionel Messi, soccer has yet to reach the dominant status enjoyed by other American sports.
Hunt noted that U.S. fans are far more knowledgeable and engaged heading into this World Cup compared to 1994, when awareness of the event was considerably lower.
“We’re not as far behind in terms of the sport’s popularity as is made out to be, and I think this World Cup has shown that,” he said.
“The stuff about soccer being not popular here is a little bit overstated … It’s getting there,” Hunt continued.
He also acknowledged that every World Cup brings in casual fans, adding: “Now, because every World Cup gets bandwagon fans in every country, whether some of them stick around a little bit more remains to be seen.”
As for the future of “Ted Lasso” itself — after years of uncertainty about whether the show would continue beyond its original three-season plan — a fourth season was officially announced in March 2025. It is set to debut on Apple TV on August 5, with the title character returning to his club in Richmond to coach a women’s second-division team.
