Richmond is being celebrated across the Atlantic for its starring role in Ted Lasso, the multi-award winning comedy show for Apple+ TV which has just started screening its third series.

As such it has become a magnet for American tourists keen to visit the picturesque locations used by the cast, led by Jason Sudeikis and Hannah Waddingham.

However, a US journalist has suggested Richmond may well be too 'snooty' to enjoy the attention from fans of the show.

Grant Marek tweets about his visit to Richmond.

Grant Marek, Editor in Chief of the San Franciso-based SFGATE, was surprised that the area does not shout about – and even cash in – on its links to the show.

An original headline on his piece read, 'Ted Lasso is filmed in a British town that's too snooty to care', but this appears to have been later toned down to say 'The British town where Ted Lasso is set refuses to turn into a tourist trap'.

The show features the trials of AFC Richmond, which is a Premier League football team coached by American Ted Lasso (Jason Sudeikis) and run by Rebecca Welton (Hannah Waddingham).

Grant wrote: "While AFC Richmond … may not be a real football club, the town of Richmond is in fact very much a real place. I know because I went.

"I walked down the quaint British alleyway Ted Lasso lives on, had a pint at his local pub and sat on the same exact bench he does with his trusty coaching compatriot Coach Beard (Brendan Hunt)."

Locations featured in Ted Lasso. Credit: Google Streetview.

Grant wrote: "Unlike virtually every American town featured in a movie or TV show that inevitably becomes a living, breathing gift shop, you wouldn't even know an 11-time Emmy winner was filmed in London's Richmond upon Thames."

He points out there are no gift shops selling postcards or memorabilia linked to the show, whether that's keyrings or T-shirts carrying the 'BELIEVE' mantra of coach Lasso, images of the cast or AFC Richmond shirts.

"Except for a small photo of the cast taped to the window of an Italian embroidery shop and an AFC Richmond jersey hanging in the back corner of a pub, you'll be hard-pressed to find any 'Ted Lasso' anything," he wrote.

"Richmond upon Thames' tourism website does highlight Ted Lasso Tours — but those are buried fairly low on the page, far below a banner for a menopause festival.

Locations featured in Ted Lasso. Credit: Google Streetview.

"Richmond Station's information booth has been inundated with Americans asking about Ted Lasso, to the point that the station agent wrote and printed his own 'suggested route' from the information kiosk to various landmarks from the show."

Hannah Waddingham, who has a long time love affair with Richmond and is a regular visitor, explained the lack of razzle dazzle, telling the publication: "You know what that is? That is the British sensibility.

"I mean, I certainly think the people who live there, as much as they love it, there's a certain kind of British snottiness that doesn't allow it to change."

Brett Goldstein, who plays foul-mouthed player turned coach, Roy Kent, was stunned when he first began making the show in the town.

He said: "When we went to film in Richmond, I was like, 'f—k'.

"I kept being like, 'Is this production design? Did we build this?' It doesn't seem real. It already looks fake. It's too pretty. It's like, 'This isn't real. This isn't London. Where the f—k are we?'"

He said that as the appeal of the show has grown, so the crowds have gathered around the many filming locations from Richmond Green to the neighbouring alleyways, riverside, Church Street, in Twickenham, and other streets, including in east Twickenham.

Brett said: "I have to wear a full hooded cloak when I go.

"I was walking down one of those alleys that looks like f—king 'Harry Potter,' walking down the alley, and a kid was walking past with their parents. And the kid looked back, and I saw the kid double-take, double-take, double-take, walked a bit further, double-taked again, then looked back at me, and I went 'grrrr,' and he ran off."

Nick Mohammed, who plays Nate the 'wonderkid' Shelley, lives in Richmond with his wife and two kids. While other cast members, including Brendan Hunt and Cristo Fernández, who plays Dani Rojas, have previously told Nub News of their love for the area.

Council leader, Gareth Roberts, told the publication: "Richmond is quite select.

"It is a very nice area, so you don't tend to get the hooky knockoff shops .. It's just that Richmond is quite nice, and we'd like to keep it that way."

One local actress has moved to support the burgeoning interest in Richmond from Ted Lasso fans, particularly from across the pond.

Emmy McMorrow runs Ted Lasso theme walking tours. Credit: Emmy McMorrow

Emmy McMorrow, who runs a walking tour of series locations, said she came across one couple from Minnesota who dropped everything and flew to the UK overnight after learning that filming for series 3 was taking place.

Explaining Richmond's approach to the show, she said: "It's the British way to have things quite reserved, isn't it? It's in our culture.

"I always like to say to people, the whole linchpin of the comedy hinges on that trans-Atlantic cultural difference of Ted being very in-your-face and very full-on and then being hit with this very reserved British culture.

"Us not turning into a sort of exit through the gift shop thing is very reflective of our culture."