Three weeks before the start of the fourth season, Apple TV sent half the cast of Ted Lasso to Kansas City – surprisingly, unannounced, and in a stadium built specifically for a women's team. The location fits the new season so perfectly that it can hardly be a coincidence.
Apple TV rarely promotes its series with traditional event marketing. That makes what happened in Kansas City last weekend all the more striking: Jason Sudeikis, Juno Temple, Brendan Hunt, Jeremy Swift, and Abbie Hern all appeared together to celebrate the fourth season of Ted Lasso. The series returns after a three-year hiatus and will premiere worldwide on Apple TV on August 5, 2026 – the streaming service's most important summer launch date of the year.
Three appointments in one weekend
The program consisted of three parts. First, Sudeikis and his four teammates held a press conference at CPKC Stadium. Immediately afterward, they welcomed attendees to the "Ted Lasso" Night, a fan event at the same stadium. The program concluded with a screening of the new season's premiere episode at the Regnier Extreme Screen, a large-screen cinema in the city.
Sudeikis is not only the lead actor, but also an executive producer and co-creator of the series. His participation in the entire weekend event, rather than limiting himself to a single press event, demonstrates the importance the relaunch holds for the studio.
Why the CPKC Stadium is not a random location
Kansas City is Ted Lasso's hometown in the series canon – so the choice of location is quite obvious. However, the choice of stadium goes far beyond that. CPKC Stadium opened in March 2024 and is the home ground of the Kansas City Current of the National Women's Soccer League. It is considered the world's first stadium built specifically for a professional women's soccer team, has a capacity of approximately 11,500 spectators, and was entirely privately funded.
That's precisely what the new season is about: Ted returns to Richmond and takes over a women's soccer team in the second division. Celebrating a series about building a women's soccer team in a stadium that's considered a symbol of investment in the sport is one of the more coherent marketing decisions Apple TV has made in recent months.
Ten episodes until the beginning of October
Season 4 consists of ten episodes. After the premiere on August 5th, a new episode will be released every Wednesday, with the finale airing on October 7th, 2026. Apple is thus maintaining its weekly release schedule, which keeps the discussion about a series alive longer than a complete season cancellation.
The launch is global, meaning episodes will premiere in Germany, Austria, and Switzerland on the same Wednesday as in the US. The price difference compared to the US market remains: Apple TV costs €9.99 per month in Germany, while in the US, Apple is now charging $12.99. Those who want to rewatch the first three seasons beforehand will still find them included in their existing subscription.
Who returns – and who doesn't
The fourth season's cast includes Sudeikis, Hannah Waddingham, Juno Temple, Brett Goldstein, Brendan Hunt, and Jeremy Swift. New additions to the cast include Tanya Reynolds, Jude Mack, Faye Marsay, Rex Hayes, Aisling Sharkey, Abbie Hern, and Grant Feely. Behind the scenes, Emmy Award winner Jack Burditt joins as an executive producer under a new comprehensive deal with Apple TV.
Cristo Fernández, whose character Dani Rojas made the phrase "fútbol is life" the series' trademark, is no longer a regular member of the cast – the actor has since signed a professional contract with El Paso Locomotive FC. This cast change reflects the new direction: the focus is on the women's team, which AFC Richmond is rebuilding in season 4.
Apple TV's most important summer date is approaching
Ted Lasso is the series that made Apple TV internationally famous. The first season became the most Emmy-nominated comedy series ever, and in its first two years, the show won the Emmy for Best Comedy Series twice in a row – a feat rarely achieved in television history.
Accordingly, a lot is riding on August 5th. A fan weekend with a press conference, stadium event, and cinema screening is unusually elaborate for Apple TV. It's also the clearest signal that the company doesn't want to leave the return of its most successful comedy to chance. (Photo by Eric Charbonneau/Apple TV via Getty Images)
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