Before Ted Lasso became the heartwarming TV phenomenon we know today, it was just a quirky marketing idea. Back in 2014, NBC launched a campaign to promote its new Premier League coverage, featuring Jason Sudeikis as a mustachioed American football coach hilariously out of his depth in English soccer. As part of the campaign, rookie cards of the fictional coach were handed out for free at bars and events. Fast forward to today, and those cards are now worth a small fortune.

The card, produced in collaboration with Topps, was just one piece of a larger promotional effort that included everything from British breakfast deliveries to interactive fan quizzes. But while most people likely tossed the cards aside or forgot about them, a few held onto them—and now they’re cashing in. In July 2024, a near-mint version of the Ted Lasso rookie card sold for nearly $3,000 at auction.

Part of what makes the card so valuable is its rarity. Only six graded copies are known to exist, with just one earning the coveted gem-mint 10 rating. “People probably thought, ‘What’s this? A free card? Who cares?’” says Michael Osacky, a sports collectibles expert. “Now, Ted Lasso is part of pop culture, and fans want something tangible to remember the show by.”

The card’s rise in value mirrors the show’s impact. What started as a lighthearted campaign to introduce Americans to soccer turned into a global phenomenon. Ted Lasso’s mix of humor, heart, and kindness struck a chord, especially during the pandemic. “It’s hard to believe we created a character that would become so meaningful,” says Bill Bergofin, who led NBC’s campaign.

Today, searches for “Ted Lasso card” on platforms like eBay have skyrocketed, with fans eager to own a piece of the show’s legacy. As Donna-Maria Cullen of Tottenham Hotspur put it, “We’re proud to have been part of Ted Lasso’s origin story.” So, if you’ve got one of those old promo cards tucked away somewhere, it might be time to dig it out. You could be sitting on a goldmine.