Season 1

S1E1 · Pilot

Rebecca Welton has been given ownership of the English Premier League soccer team, AFC Richmond, after a divorce settlement with her ex-husband, Rupert Mannion. Due to Rupert's constantly cheating on her, she plans to ruin the club, which was one of Rupert's most beloved assets. She fires the current coach and appoints American Ted Lasso as the new coach.

Ted is an American football coach that found success at the college level, having led the Wichita State Shockers football team to a championship, but lacks any kind of experience with soccer. Arriving at Richmond, London, he is accompanied by his assistant, Beard. They meet kit man Nathan Shelley, who introduces them to Rebecca. During a press conference, Ted makes a poor impression to the journalists and the public by displaying his lack of knowledge of soccer. Ted is also introduced to some of the players: hot-headed box-to-box midfielder Roy Kent, arrogant striker Jamie Tartt, and right-back Sam Obisanya.

None of the club's players have confidence in Ted, with Roy referring to him as " Ronald McDonald ". Alone in the locker room, Ted meets Jamie's girlfriend, Keeley Jones, who helps him in putting up a "Believe" sign. As Ted leaves at night, Rebecca confides in her Director of Football Operations, Leslie Higgins, about her intentions to sabotage the team, also reminding him that he enabled Rupert to cheat on her. Arriving at his apartment, Ted talks with his son over the phone. He then talks with his wife, with the conversation revealing that she asked for space due to their strained relationship. The conversation (and the fact that he was unable to sleep on the plane on the way over) makes him lose sleep for the night.

S1E2 · Biscuits

Before starting his first day as coach, Ted brings shortbread cookies – which the British call biscuits – to Rebecca, intending to bring her biscuits every day. Although she claims to not be interested in the biscuits, she soon becomes obsessed with them. During training, Jamie constantly bullies Sam, forcing Roy to intervene to avoid conflict.

Ted's lack of concern for the club's low stats annoys Roy and Jamie. Noticing that Sam is depressed, Ted and Beard deduce that he is homesick for his birthplace, Nigeria. Wanting to cheer him up, they decide to throw him a birthday party with the players donating some money and gifts. Ted notices that Jamie is not taking the club seriously, and visits with Keeley during a photo shoot to learn more about Jamie, discovering that he likes to be praised. A paparazzo takes pictures of them close together. Meanwhile, Rebecca is taken aback when she discovers that Rupert is dating a younger woman with whom he cheated during their marriage.

After a game against Crystal Palace F.C., the club throws a birthday party for Sam, which elates him. Although Ted's first match ended in a 4-1 loss for Richmond, Roy is delighted when he finds that Ted had the inadequate water pressure in the showers fixed. Guided by Keeley's advice, Ted compliments Jamie on his role in the field but tells him his overconfidence may keep him from acknowledging his teammates. When questioned by Trent Crimm, a reporter from The Independent, Jamie recognizes his team's efforts. However, he changes his mind, and criticizes Ted's role as the coach. A phone call from Higgins to Rebecca reveals that she sent the paparazzo to photograph Ted and Keeley. As she tries to find where Ted buys his biscuits, Ted is seen making the biscuits at his apartment.

S1E3 · Trent Crimm: The Independent

Rebecca is annoyed when she discovers that The Sun has not published the incriminating photos of Ted and Keeley. Ted and Beard are struggling to develop a strategy for the club. They decide to use a strategy proposed by Nate, who is delighted.

Keeley tells Ted that a contact informed her about the photographs but can only prevent them from going public for one day. They talk with Rebecca, who states she will use her influence over The Sun to prevent the photographs from being published. After they leave, she worries that they will trace the photos back to her. Meanwhile, noticing Jamie and other players bullying Nate, Roy asks Ted if he plans to do anything about it. To his surprise, Ted says he won't intervene because that could cause the bullying to escalate. Roy decides to confront Jamie himself, threatening him to stop bullying Nate. To his face, Jamie agrees, but then tells the players to continue doing so.

Rebecca tells Ted that, in exchange for stopping the publication of the photos, Ted will be interviewed by The Independent reporter, Trent Crimm. Crimm is taken aback when he finds that Ted's strategy was conceived by Nate and that Ted is not concerned about winning or losing. He accompanies Ted and Roy to a local school event, where Roy wins over the children by playing soccer with them. Ted and Crimm then go to an Indian restaurant, owned by the driver who picked up Ted at the airport. Ted eats the food despite its highly spicy nature. He tells Crimm that his lack of concern about losses is about believing in his team and in everyone to feel confident. Crimm leaves, with everything he needs to know.

Guided by the book A Wrinkle in Time that Ted gave him, Roy decides to take matters in his own hands and tells Jamie and his friends to stop bullying Nate. At night, Higgins reads Crimm's article to Rebecca. Crimm wrote that, even though Ted's nature and methods will not be well received and that he believes the club's relegation is inevitable, he will be supporting the "Lasso Way", leaving Rebecca furious.

S1E4 · For the Children

AFC Richmond loses 2–0 in a match, which angers Roy (Brett Goldstein). Jamie (Phil Dunster) makes an offensive comment about Sam's (Toheeb Jimoh) mother, which prompts Roy to engage him in a fight. Rebecca (Hannah Waddingham) is preparing for an annual charity ball with the club, feeling nervous as Rupert (Anthony Head) always frequented the events. She is also stressed because Robbie Williams cancelled as a musical guest, so she asks Higgins (Jeremy Swift) to find a replacement.

Ted (Jason Sudeikis) forces Jamie and Roy to share the same table in order to ease tensions, which frustrates Keeley (Juno Temple), who is accompanying Jamie as his date. At the ball, Rupert suddenly appears and takes over the auction, promising guests that they can bid to spend time with the club's players. While talking with Rupert, Ted deduces that he might have been responsible for Williams cancelling, as he personally knows him. Ted finds Rebecca outside, who laments feeling alone despite her position. Ted consoles her and motivates her to go back inside.

Acting on advice from Ted, Roy approaches Jamie with a new suggestion: they will both tell why they hate each other. After doing so, they start bonding together. While talking with Rebecca, Keeley finds that a woman who was bidding for a date with Jamie is a former lover who he hired to make himself look good. This revelation and a heated argument cause her to break up with him. The auction ends with Rupert donating one million pounds to the charity event to show Rebecca up, silently embarrassing her. To save face, Ted and Higgins bring in a street musician named Cam Cole, whom Ted had encountered earlier, to play at the event. Cam gets an enthusiastic reception from the guests. After the event, Keeley joins Rebecca in a rickshaw to get drunk.

S1E5 · Tan Lines

Ted (Jason Sudeikis) is nervous as his wife, Michelle (Andrea Anders), and son Henry are visiting him. He hopes to reconnect with his wife, who recently asked for some time off in their relationship. Meanwhile, despite breaking up with Jamie (Phil Dunster), Keeley (Juno Temple) is still working with him for a promotion shoot she had organized, even though Roy (Brett Goldstein) and Rebecca (Hannah Waddingham) do not think it is a good idea.

Ted spends the day with Michelle and Henry. While alone with her, Ted sees Michelle crying. She claims that she is struggling to continue despite her worry that she might not love him anymore but wants to keep trying. Meanwhile, Jamie's attitude and his refusing to follow Ted's strategies are not helping the team. During a match, Jamie scores a goal but shows a lack of empathy when Sam gets injured, which gets him into a fight with Roy, with both receiving yellow cards.

Jamie manages to score another goal during a free kick to tie the game, and swaggers to the crowd. To teach him a lesson, Ted controversially benches Jamie for the second half, angering the public. Following a new strategy, Sam scores a goal, which ends the game with Richmond winning 3–2. The first victory of the season sends the fans into a joyful frenzy. In the aftermath, as Michelle and Henry prepare to go back to the United States, Ted tells her that he does not want her to keep trying to repair their relationship. He bids farewell to Michelle and Henry as they leave for the airport and is joined by Beard (Brendan Hunt) who brings him a beer.

S1E6 · Two Aces

Ted (Jason Sudeikis) returns to coaching, despite feeling distracted by the end of his marriage. During a press conference, he states that Jamie (Phil Dunster) will only compete if he adheres to his strategies. Rebecca (Hannah Waddingham) informs him that Jamie is going to return to Manchester City F.C. by the end of the season, as he is on loan to Richmond. If Jamie remains benched, Manchester City would want him back. Jamie is also refusing to train with Richmond, claiming that he is hurt.

A.F.C. Richmond welcomes Dani Rojas (Cristo Fernández), a Mexican forward, to replace Jamie's position. Dani's enthusiasm and field skills impress the team, causing Jamie to feel jealous. During training, Dani gets injured and blames the treatment room, which the whole club believes is cursed. The story is that young men were invited to come to the Richmond pitch in 1914 to tryout for the team, but actually they were recruited to join the troops fighting World War I, and 400 enlisted, few of whom returned. Their physicals were given in the Richmond treatment room, which the players believe to be haunted by their spirits. To ease fears, Ted has team members each sacrifice a special item in the treatment room to lift the curse. Jamie is not interested in participating but is convinced after talking with Keeley (Juno Temple).

Rebecca discovers that Rupert now has a new girlfriend, also named Rebecca. The media has now labeled her as "Old Rebecca", which annoys her. Sam invites her to join the team in sacrificing something in the treatment room. At the ceremony, Roy brings a blanket, Sam brings a photo of the Nigeria national football team that played at the 1994 FIFA World Cup, Nate brings sunglasses, Rebecca brings that day's newspaper, and Higgins (Jeremy Swift) brings his cat's collar. Jamie also appears, tossing in the shoes that his mother gave him to motivate him to play football.

The items are burned out on the pitch, and the next morning, the club's spirits are lifted. However, Ted finds that Jamie has been recalled to Manchester City, and he is furious with Rebecca for allowing the transfer. Cheered up by Dani's claim that "football is life", Ted retires Jamie's jersey from the locker room.

S1E7 · Make Rebecca Great Again

AFC Richmond is preparing to leave for Liverpool for a match against Everton F.C., a team they have not been able to defeat in 60 years. Meanwhile, Rebecca (Hannah Waddingham) is distracted by the anniversary of her marriage, so she decides to take Keeley (Juno Temple) with her on a private jet to Liverpool.

As the team stays at the hotel, Rebecca and Keeley spend time together. They are joined by Rebecca's old friend, Flo "Sassy" Collins (Ellie Taylor), and all three go drinking. Sassy meets Ted (Jason Sudeikis) at the reception desk and takes a liking to him. Ted is anxious and distracted because he has been sent divorce papers to sign. When he finds Nate (Nick Mohammed) slipping suggestions for the team under his hotel room door, he snaps at Nate. The next morning, he apologizes to Nate, agreeing to go with his suggestions. However, he asks Nate to deliver a motivating speech to the club before the game. Nate's speech includes insulting the players, which the team actually finds funny, and motivates them to step up their performance. Richmond wins the game 1-0 thanks to a goal by Roy (Brett Goldstein), his first goal in a long time.

To celebrate, the team goes out to a karaoke bar. Rebecca sings " Let It Go ", impressing the crowd. During her performance, Ted suffers a panic attack and stumbles out of the bar. Rebecca finds and consoles him, offering to take him back to the hotel, but Ted reassures her he can go alone. As the celebration ends, Roy accompanies Keeley to her hotel room, where he kisses her and then leaves. At his room, Ted finally signs the papers. He then opens the door to find Sassy, who enters his room.

S1E8 · The Diamond Dogs

AFC Richmond returns home after their victory, hungover from their celebration, including Ted (Jason Sudeikis) after his one-night stand with Sassy (Ellie Taylor). He expresses his concerns to Beard (Brendan Hunt), Nate (Nick Mohammed) and Higgins (Jeremy Swift).

Keeley (Juno Temple) questions Roy (Brett Goldstein) about the kiss, but he brushes it off. When Jamie (Phil Dunster) visits her, she has sex with him, which upsets Roy. Roy asks Ted about the situation, so Ted calls the "Diamond Dogs" – Beard, Nate and Higgins – for advice. They note that, as Roy was never in a relationship with Keeley, he must act mature. This prompts Roy to open up to Keeley, telling her he is interested in a date with her. As they walk to dine, a paparazzo photographs them kissing, so Roy steals his memory card.

Ted accompanies Rebecca (Hannah Waddingham) to a pub for a meeting with two minority club owners. There, they run into Rupert (Anthony Head), who reveals he just got engaged to his new girlfriend, Bex. Rupert also reveals that Bex has bought the shares of the other club co-owners, which will allow Rupert to reclaim ownership when they get married. Ted makes a bet with Rupert over a game of darts: if Rupert wins, he can control the line-ups for two games, and if Ted wins, Rupert cannot approach the owners' box. Ted easily wins the game, checking out with a big fish, sharing a story about how people have always underestimated him, indirectly criticizing Rupert for his arrogance.

Back at the office, Higgins tells Rebecca that there are 10,000 unsold seats for the last game of the season, which could be occupied by the rival team's supporters, but Rebecca is still intent in ruining the club to punish Rupert. Fed up, he quits and storms out. Then Keeley enters and tells Rebecca that – thanks to the memory card – she and Roy know that Rebecca hired the paparazzo who photographed her encounter with Ted. She tells Rebecca to tell Ted, or she will.

S1E9 · All Apologies

Roy (Brett Goldstein) has felt pressure in the latest matches, where commentators note that his age is showing despite the club's improvement. Rebecca (Hannah Waddingham) is also pressured by Keeley (Juno Temple) to tell Ted (Jason Sudeikis) about her role in the paparazzo 's photographs.

Beard (Brendan Hunt) and Nate (Nick Mohammed) suggest that Roy must be benched for their final game against Manchester City F.C., but Ted refuses to do it, causing them to stop talking to him. Ted is called to Rebecca's office, but she can't bring herself to reveal the truth. Suddenly, Rupert (Anthony Head) shows up to inform Rebecca that he is having a baby with Bex, despite having told Rebecca that he never wanted children. This prompts her to head to Ted's office and confess her plan to ruin the club to get back at Rupert – including hiring the paparazzo and having Jamie transferred back to Man City. To her surprise, Ted forgives her, explaining that divorce can negatively affect a person. His forgiveness prompts her to visit Higgins (Jeremy Swift) to apologize for everything, which he accepts.

Ted meets with Roy to discuss benching him, which Roy angrily refuses. Roy confides in Keeley that he has always defined himself by his career and is concerned that it might be ending. Keeley then has his niece, Phoebe, motivate him, and tells him that she admires him for always believing in himself. Ted meets with Beard at the pub, telling him he intends to keep Roy in the line-up, as he does not mind losing. Beard finally snaps, angrily telling him that winning is important for the club, as it is in danger of relegation.

He tells him that he should not be more concerned with Roy's feelings than the club's results and storms out. A drunk Ted brings Roy to his apartment, telling him he will bench him, which Roy agrees to. To save his reputation, they agree to claim the benching due to an injury. The next day, Roy shows up for training donning a second team bib, accepting his role on the bench. As the team heads out to the pitch, Roy follows and reaches up to touch the "Believe" sign above the office door.

S1E10 · The Hope That Kills You

Nate (Nick Mohammed) arrives to work, only to find that another man has been hired as the new kit man. Ted (Jason Sudeikis) and Rebecca (Hannah Waddingham) reveal to Nate that he has been promoted to assistant coach for their next game against Manchester City F.C. To motivate the team, Nate shows them a video of Jamie (Phil Dunster) trash-talking the club. If the club loses the game, it will result in their relegation to the second-tier Championship League. Inspired by Rebecca's advice to create chaos on the field, Ted and the club come up with trick plays to confuse Manchester City. Jamie decides to visit Keeley (Juno Temple) after seeing a video of Ted's opinion of him, and discovers that she is now in a relationship with Roy.

In the final match of the season, Richmond and Manchester City end the first half in a 0–0 tie. For the second half, Ted decides to put Roy back on the field. Manchester City manages to score a goal through a penalty kick. When Jamie tries to score, Roy prevents him from doing so, although he winds up with a knee injury. The crowd cheers for Roy while he heads back to the locker room. As commentators wonder if this was his last game, Roy is joined by Keeley in the locker room. At the same time, news break that Crystal Palace F.C. won their game with a 6–0 score, meaning that Richmond only needs to tie to avoid relegation.

With three minutes in added time, the club presses for the tie. The team decides to use the "Lasso special" trick play, which has the players taking gridiron football positions, confusing the crowd and Manchester City. With the confusion, Richmond manages to send a pass to Dani (Cristo Fernández), who scores a goal, achieving the tie. However, in the final seconds, Jamie makes an extra pass to a teammate who scores and wins the game for Manchester City, effectively relegating Richmond. When Ted goes to congratulate Jamie, he sees his father berating him for passing the ball and not scoring the goal himself.

Ted then talks with his team, attempting to cheer everyone up with some advice he offered Sam earlier in the season and saying that together they will get through it. Just as Jamie is about to board the bus back to Manchester, Beard (Brendan Hunt) delivers a note from Ted, who congratulates him for the extra pass and gives him a toy soldier to look after him. Ted visits Rebecca to resign, but she declines. They both intend to work hard for the next season to win promotion and then to win the Premier League.