Ted Lasso shifts to women's football as UK star highlights industry sexism
The return of the hit British series Ted Lasso with a focus on women's football underscores the growing cultural influence of the women's game, even as its stars continue to confront entrenched sexism in public life.
The hit British comedy series Ted Lasso is returning for a fourth season, three years after its previous run, with a new narrative focus on a women's football team. Hannah Waddingham, who plays club owner Rebecca Welton, confirmed the shift, noting that the storyline follows her character being handed the women's squad by Keeley, played by Juno Temple.
This pivot highlights the expanding commercial and cultural footprint of women's sports across Europe. Waddingham noted she follows the women's game more closely than the men's, citing the Lionesses as pioneers for her daughter's generation. The series originally boosted the profile of fictional AFC Richmond, and its new direction mirrors the real-world economic boom and public interest surrounding female football in the UK and beyond.
The cultural shift is not without friction, as female athletes and entertainers continue to navigate public hostility. Waddingham pointed to the considerable backlash faced by England goalkeeper Mary Earps following the release of her autobiography, which included comments about manager Sarina Wiegman and teammate Hannah Hampton. Waddingham expressed disbelief at the reaction, stating her jaw was on the floor at the unfathomable grief directed at the player.
Entertainers face similar double standards in the media landscape. At the 2024 Olivier awards in London, a photographer asked Waddingham to show her leg on the red carpet. She publicly rebuked him, stating he would never make such a comment to a man and warning him not to be a dick.
Waddingham later clarified that the photographer was a professional she had respected for two decades, and he subsequently apologized for the remark. Her willingness to confront the behavior publicly reflects a broader demand for accountability in European media and sports. Meanwhile, the actor continues to expand her portfolio with roles in major films and a new comedy-drama series alongside Octavia Spencer.
