Copy linkFacebookXPinterestEmailShare this article 0Join the conversationFollow usAdd us as a preferred source on GoogleNewsletterSubscribe to our newsletterNWSL commissioner Jessica Berman has praised the impact of Ted Lasso in raising the profile of women's football beyond the traditional audience.The Apple TV comedy's fourth season features the real-life Kansas City Current and their home ground, CPKC Stadium, as the show moved its focus to AFC Richmond's women's team.Berman believes the storyline has helped bring the women's leagues into the wider cultural conversation, highlighting the significance of seeing women's football represented on screen.'A proud moment' for the NWSLBerman became commissioner of the NWSL in 2022, with the league since growing in terms of visibility, partnerships and media rights.Speaking about the influence of entertainment on the women's game, Berman recalled watching the opening episode of the latest season, in which Keeley Jones has an epiphany about women's football after visiting CPKC Stadium. You may like How to watch WSL 2026/27: TV Guide, Free Streams, Fixtures Why is Jill Scott joining Gary Neville's sixth-tier football team? London City Lionesses could really push Manchester City, Arsenal and Chelsea this season I was in a new team that won trophies, it can definitely happen with the right players England great speaks to FFT about the new campaign "One of the many proud moments that I had in the last four and a half years was seeing that first episode of Ted Lasso and watching Keeley at CPKC Stadium have her epiphany about women's soccer being a catalyst for growth," she said.And then taking that back to England - it was just such a great story. Such a feel-good moment. Of course, I am a Ted Lasso fan anyway.Get FourFourTwo NewsletterThe best features, fun and footballing quizzes, straight to your inbox every week.Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.The scene sees Keeley, played by Juno Temple, visit the Kansas City Current's home alongside Rebecca Welton and Leslie Higgins, before recognising the potential of a dedicated stadium for AFC Richmond's women's team.The series then continues around the growth of AFC Richmond Women.Ted Lasso's wider cultural impactThe NWSL commissioner believes the show's influence has reached beyond those who already follow women's football. What to read next 'Alexia Putellas arrival shows how far the WSL has come' Ex-Barcelona teammate Keira Walsh parks club rivalry to pay ultimate compliment What's next for Chelsea Women? Owner Alexis Ohanian hints at next major step Lianne Sanderson calls out toxicity after new Champions League show "What we've seen as a result is not just my excitement, but a lot of uplift in cultural relevance and references outside of the typical women's soccer and NWSL world to the sport and to the NWSL," Berman added.By featuring KC Current, the show brought a real NWSL club into its fictional world.Berman also praised the league's collaboration with Apple, describing the experience of working on the project as "incredibly fun".The fourth season sees Ted return to AFC Richmond to coach the club's women's side, the Lady Greyhounds, placing women's football at the centre of one of Apple TV's best-known comedy series.Berman was speaking at sports industry conference Leaders Week London at Stamford Bridge.Ayisha GulatiWomen's Football WriterAyisha Gulati is the women's football writer at FourFourTwo. Fresh from a summer covering the Lionesses triumphant Euro 2025 campaign in Switzerland, she brings a passion for all things WSL, UWCL, and international womens football. She has interviewed names including Alessia Russo and Aitana Bonmati and enjoys telling stories that capture the excitement on and off the pitch.
