The “Believe” slogan has become not only a rallying cry for AFC Richmond but also an integral part of the spirit of “Ted Lasso,” becoming greater than the man himself.

Although the show’s star and co-creator Jason Sudeikis included the motto in the first draft, he was surprised at how popular the phrase would actually become.

Sudeikis shared, “Religion is big, so we didn't coin the term 'believe.' I know people have an instinctive desire to want to believe, whether it be in ghosts and love and magic.”

He added, “I think we all are shocked and flattered. And yet, at the same time, I have to relinquish any control of it because it's just a powerful word on its own.”

During Season 3, Ted rips up the damaged ‘believe’ sign and speaks to the team, saying, “Belief doesn't just happen 'cause you hang something up on a wall.”

He continues with a powerful sentiment, “To believe in yourself, to believe in one another, man, that's fundamental to being alive. Can't nobody rip that apart.”