Ted Lasso Rookie Card Surges in Value at Auction

A rare 2014 Ted Lasso promotional card recently sold for over $16,000 at auction, showcasing the growing interest in pop culture “rookie” cards. This particular card, featuring the character of Ted Lasso before he became the beloved coach of the A.F.C. Richmond Greyhounds, was originally a promo item issued by Topps for NBCSN to promote their Premier League matches back in 2014.

Fast forward to today, with the popularity of the Ted Lasso TV show and the increased demand for unique pop culture cards, this promo card reached new heights with a recent sale at Goldin Auctions for an impressive $16,470 in a PSA 10 grade, setting a new record. The card previously sold for $2,806 in an SGC 9.5 back in 2025, showing a significant 486% increase in value.

For those who might not be familiar with the backstory of Ted Lasso, the show debuted in 2020 on Apple TV+ and is based on a character portrayed by Jason Sudeikis in NBCSN ads from 2014 that promoted the network’s Premier League coverage. The ads featured American college football coach Ted Lasso trying to coach the Premier League club Tottenham Hotspur, bringing a mix of sketch comedy and an introduction to soccer for American viewers.

The promotional campaign also included “bar kit” drops at sports bars and events, featuring swag like drinking glasses, t-shirts, scarves, and cards with NBC commentators, including a “rookie” card of Sudeikis as Ted Lasso. With the rarity of these cards and the surprise success of the Ted Lasso show, collectors have shown a lot of interest in finding these hidden gems in old collections.

Today, Ted Lasso has become an Emmy-winning hit show with three seasons and 34 episodes so far, and the cast and crew are set to return for a fourth season in August 2026. Sudeikis’s portrayal of Lasso as a lovable and humorous coach has resonated with audiences, making the show a fan favorite. Overall, the journey from a little-known promo card to a five-figure collectible showcases the unpredictable and exciting world of pop culture memorabilia.