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Ted Lasso surprises Justin Bieber during World Cup final halftime show
Developed over time first seen 4 months ago
Jason Sudeikis and Brendan Hunt made a surprise appearance in character as Ted Lasso and Coach Beard during the first-ever FIFA World Cup Final halftime show on Sunday, delivering an in-character pep talk to co-headliner Justin Bieber before he took the pitch to perform. The cameo drew on the actors' well-known feel-good football characters and arrived just weeks ahead of the Apple TV series returning for its fourth season on 5 August, giving the moment added promotional resonance.
The cameo was one of several standout moments in a star-studded, 11-minute show that also featured Madonna in a pre-recorded segment riding a dune buggy driven by football legends Ronaldo and Ronaldinho, the Muppets performing "Seven Nation Army" with an orchestra conducted by Gustavo Dudamel, K-pop group BTS performing "Dynamite", and Coldplay joining a children's choir from Staten Island. Shakira and Burna Boy were widely singled out for a lively rendition of the tournament's official song, "Dai Dai", while Bieber closed his own segment with a lower-key solo performance of "Everything Hallelujah" from his Swag II album.
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In short
- Ted Lasso and Coach Beard cameoed at the World Cup Final halftime show
- They gave Justin Bieber an in-character pep talk before his performance
- Show also featured Madonna, BTS, Coldplay, Shakira and Burna Boy
How this story developed
- 4 months ago The report reiterated the cameo and the full halftime lineup while adding a firm confirmation that Ted Lasso's fourth season is set to premiere on Apple TV specifically on 5 August 2026.
- 4 months ago Jason Sudeikis and Brendan Hunt appeared as Ted Lasso and Coach Beard during the World Cup Final halftime show, giving Justin Bieber an in-character pep talk in a set that also spanned Madonna, the Muppets, BTS, Coldplay, Shakira and Burna Boy ahead of the sitcom's fourth-season return on 5 August.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
The Ted Lasso cameo was delightful entertainment that enhanced a major global event without detracting from the football itself. It brought together beloved characters and a respected entertainment property with a prestigious sporting occasion, creating a memorable moment for viewers and reflecting the modern reality that major events are entertainment spectacles where cross-promotional moments can add value and generate positive engagement.
The case against
The Ted Lasso cameo exemplifies the problematic commercialisation of major sporting events, with a television show using the World Cup's unparalleled global platform for transparent product promotion timed to coincide with its season launch. What should be a celebration of football and global unity was commandeered by corporate marketing interests, with acting cameos displacing space that could honour athletes or showcase performances not designed to advance entertainment industry commercial objectives.
Explained simply
Ted Lasso is a comedy series in which Jason Sudeikis plays an American football coach hired to manage an English football club, despite knowing little about the sport; Brendan Hunt plays his sidekick, Coach Beard. The show became known for its relentlessly upbeat, encouraging tone, which made the characters an easy fit for a lighthearted cameo. A fourth season of the series is due to air on Apple TV from 5 August 2026.
The appearance took place during the halftime show of the FIFA World Cup final, the concluding match of football's biggest international tournament, watched by a huge global television audience. It was the first time a halftime show of this kind had been staged at a World Cup final, following the model long used at America's Super Bowl, and featured a lineup of performers including Justin Bieber, Madonna, BTS, Coldplay, Shakira and Burna Boy.
Justin Bieber, a globally successful pop singer, was one of the show's co-headliners. The Ted Lasso characters appearing to give him a pep talk beforehand was a light, comedic moment within a much larger, high-production musical event designed to entertain the worldwide audience during the break in play.
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Originally published by The Hollywood Reporter as “Jason Sudeikis Brings Ted Lasso to World Cup Halftime Show to Hype Up Justin Bieber”.