Premier League Inks Licensing Deal with ‘Ted Lasso’

    • The Premier League agreed to a licensing deal with hit comedy show “Ted Lasso."
    • The agreement is valued at $680,000.

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The Premier League agreed to a $680,000 licensing deal with Apple TV+’s hit comedy “Ted Lasso” that will allow the award-winning show to use the league’s archive footage, logos, club kits, and trophy, according to The Athletic. 

Premier League executives were initially skeptical of partnering with the show, but its commercial and critical acclaim has made the deal an attractive venture. Last month, “Ted Lasso” won the Emmy for Outstanding Comedy Series and three others for acting including one for Jason Sudeikis, who plays the titular character.

Premier League clubs reportedly suffered the biggest collective loss in league history last year. 

  • The world’s richest soccer league lost $1.4 billion despite generating $6.3 billion in revenue for the 2019-20 season, per Deloitte. 
  • Last season marked the first time the combined revenue of its 20 clubs had fallen since the Premier League launched in 1992. 

The league is expected to seek bids for its U.S. media rights in a deal that could reach a total value of at least $2 billion

Comcast’s NBC Sports has held the rights since 2013 and pays $150 million per year. That deal expires at the end of the 2021-22 season.