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Ted Lasso, the incompetent football coach played by the actor Jason Sudeikis, has returned to promote the US broadcaster NBC’s Premier League coverage. Sudeikis introduced his comedy creation to the world last year in a spot that cast him as the new head coach of Tottenham Hotspur. The film was memorable for being a piece of branded content that was not dire. In fact, it was better than not dire. It was hilarious. Alas, the new spot does suffer a little from the laws of diminishing returns (the jokes are a little bit samey), but it is still miles ahead of almost anything anyone else is doing and has much to teach other brands – in particular, about the right way to leverage talent.