• Andy Marston

Premier League to capture new audiences with Lasso

Ted Lasso, the hit Apple TV comedy series, has agreed a licensing deal with The Premier League worth as much as £500,000, breaking new ground between a sports competition and a TV show.

Photo Source: Apple TV

Apple’s hit comedy television show Ted Lasso has agreed a licensing deal with The Premier League, according to a report from The Athletic. The contract, worth as much as £500,000, means that the show’s producers will be able to use the Premier League’s archive footage, logos, club kits, and the league trophy.

The Emmy-Award-winning comedy series follows Ted Lasso, an American college football coach who is hired by AFC Richmond, a fictional English soccer team, in an attempt by its new owner to spite her ex-husband. Lasso tries to win over the sceptical English market with his folksy demeanour while dealing with his inexperience in the sport.

By most accounts, the show is the best that Apple TV has got. This is a fact that the streaming platform is acutely aware of; They renewed Ted Lasso for a third season before season two had even began filming. This new licensing deal will provide that season with a more life-like aesthetic – similar to how EA use club and player likenesses within their FIFA video game, which Apple will be hoping translates into increased viewing figures.

While it is reported that the Premier League wasn’t initially enthusiastic about the show when it premiered last August, its subsequent popularity has prompted executives to sit up and take notice of its potential as an overseas advertisement (which is beyond ironic, given that Lasso is based on a character of the same name that Jason Sudeikis first portrayed in a series of commercials for NBC Sports' coverage of the Premier League).

The deal, which breaks new ground between a sports competition and a TV show, does represent a smart move from both parties, improving the authenticity of the show and bringing new audiences to the Premier League.

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