Image courtesy of Apple TV+

Not ready to say, “So Long, Farewell” to Ted Lasso just yet? Apple TV+ has your back – and your front, head, feet, etc. – adding Ted Lasso merch to its online store in June. The beloved show ended May 31 after three seasons (and tons of awards, from multiple Emmys to a Peabody).

While “Believe” T-shirts, and other items have been available at retailers like Target and Kohl’s, as well as online via Nike (the fictional team’s equipment partner) or The WB Shop (the show is produced by Warner Bros.) for several years, this merch drop marks a major expansion for Apple in directly selling products for its own content. The move may open the door to future collections celebrating other Apple TV+ shows.

It’s worth noting that in the show, Ted wears branded merch almost exclusively, whether it’s AFC Richmond’s team gear or T-shirts from various Kansas City barbecue joints. Coach Beard also sports KC-branded caps.

Jason Sudeikis himself (who plays Ted, ICYMI) is known to wear hoodies advertising his sister’s dance studio during interviews, most famously when he won a Golden Globe remotely during the pandemic. In a subsequent interview, he said it was not paid product placement but rather support for a brand he admires.

“It’s a nice hoodie as much as the message,” he said during a 2021 Golden Globes press event. “When they do something, they believe in you, encourage them, and don’t call it product placement.”


A promo product also played a key plot point in season three of the show. Star player Sam Obisanya opens a Nigerian restaurant and hands out old-fashioned match books – one of which keeps popping up in the hands of Rebecca Welton, the football club’s owner (and Sam’s former – maybe – flame).

The current available Ted Lasso merch includes the usual tees, jerseys and assorted apparel, as well as supporter scarves, stickers, action figures, a Monopoly board game and more. For its own online shop, Apple is partnering with Nike, which currently offers AFC Richmond tees, jerseys, hoodies and scarves, all of which prominently feature the classic Swoosh logo. It remains to be seen if any new and different items will be available on the Apple site come June.