Jeff Stelling is a real-life football presenter working for Sky Sports who appears in the Apple TV+ series, Ted Lasso. He works on Gillette Soccer Saturday in the series, alongside Chris Kamara, George Cartrick, and newly appointed pundit, Roy Kent. He often has to apologize to the viewers regarding Roy's crude language or George's behavior.
After Roy's retirement from AFC Richmond, he and Keeley Jones are discussing the possibility of him accepting the pundit job on Sky Sports television channel as a part of Soccer Saturday panelist. Roy refuses as he hates those panelists, especially his former coach and manager, George Cartrick. Roy eventually concedes to trying it out.
When Roy appears for the first time on the show, Jeff greets him with a warm welcome, but the new panelist only grunts. During a passionate discussion about Chelsea F.C., Roy curses left and right regarding his ex-club which prompt Jeff to apologize to the viewers for his 'salty' language.
When Jamie Tartt returns to AFC Richmond, they are showing a clip of Roy fighting Jamie, and when asks how he feels about the return, Roy says that Jamie is a Muppet and insults him. The panelists laugh, while George says that Roy should say what he really feels - which prompts Roy to insult George by calling him a shit manager. Jeff tries to subdue the argument while Chris is on Roy's side by saying that George asked for it.
During the next match against Sheffield Wednesday F.C., Isaac McAdoo is doing a fun warm-up handshakes with his fellow teammates and coaches. It prompts Chris Kamara to comment that it's nice to see Isaac's smile which makes Roy abruptly leave the panel and run off to the Nelson Road Stadium to accept the coaching position offered by Ted Lasso. At first, Jeff is trying to stop Roy, but he has no choice but to let him go.
When the story of Ted's panic attack written by Trent Crimm being published, George immediately says that Lasso is clearly not fit to coach. Jeff asks George to be compassionate and Chris tells him to be fair, but George elucidates that Ted's panic attack as an act of cowardice, and compares it with a ship being under attack. He insults Ted by saying that as a captain of the ship, he should have a brain that works, not hiding under a woman's blouse.
Jeff concludes that he misses Roy Kent and implies that he prefers having him better than a sexist George.
When Zava joins Richmond and scores a goal the second the match begins against Wolverhampton Wanderers F.C., everyone feels that the club's luck is about to change. It culminates when Richmond is up against Manchester United F.C., and Zava manages to pull up a hat trick and brings the team into their first ever victory against the giant of football club. The new player scores goal every time they are up against their toughest opponents, and their winning streaks brings Richmond to the top 5 ranking of the season.
Jeff asks George whether Ted is such a good coach, but he answers that Richmond is just lucky for having Zava. He praises Nathan Shelley instead who manages to bring great strategy within West Ham United F.C., forgetting the fact that Nate used to be his kit man during his tenure in Richmond. Paul Merson agrees that Nathan's coaching is better and he likes West Ham than Richmond, however he loves Zava more. The panelists agree and laughs from his candid statement.
After Richmond secured a win against Brighton & Hove Albion F.C., Jeff is full of praise regarding their winning, especially when he's talking about player Colin Hughes, calling him as an inspiration. But the real fireworks according to him is the former captain Isaac who went into the stands to attack one of their own fans. In fairness, Clinton Morrison wanted to do that himself a few times but he didn't, because according to George, Clinton is not a psychopath. There's a reason why George never appointed Isaac as their captain during his tenure as a coach in Richmond - he thinks that Isaac is not fit for it, and makes Roy like Bambi. A football player should never go into the stands, no matter what the fans are saying. That is the line they shouldn't ever cross, and Jeff reluctantly agrees with him.