Right from the very first episode, Ted Lasso wanted his AFC Richmond team to believe in themselves, and demonstrated that by writing the word on a piece of paper and taping it to the locker room wall. The message stayed relevant to the very last episode, with the sign itself being an important plot point. This limited edition pin badge recreating the sign is finished in colored enamel and measures 5 x 2.9cm. It is numbered on the reverse as one of 9,995.