There’s watching your favourite football club from home, and then there’s joining thousands of supporters as the chants echo through the stadium minutes before kickoff. G Adventures is betting plenty of travellers want the latter. The adventure travel company is entering the booming world of sports tourism with Away Games, a new collection of premium small-group trips built specifically for football fans. Launching with more than 30 departures beginning in October 2026, the trips combine access to sought-after matches with stadium tours, supporter pubs, local food experiences and lower-league football. Initial destinations include London, Manchester, Madrid and Barcelona. According to UN Tourism, sports tourism represents an estimated 10 per cent of global tourism, making it one of the industry’s fastest-growing segments.
See also: Only seven days in Europe? Here are the top 8 experiences you can’t miss
More than 90 minutes
The appeal of Away Games goes beyond securing a coveted match ticket. “At G Adventures, we’ve always believed travel is about human connection, and there are few communities more passionate, emotional and united than football fans,” said Yves Marceau, VP of product at G Adventures. Each trip is led by a football-loving G Adventures Chief Experience Officer, with itineraries designed to introduce travellers to the culture surrounding their chosen club and city.
ADVERTISEMENT |
That could mean visiting legendary supporter pubs, touring historic stadiums, exploring local culinary hotspots or standing among home supporters at a lower-league match. “Away Games is about much more than watching a match. It’s about belonging and being part of something bigger,” Marceau said.
Football travel gets the VIP treatment
For fans who have experienced the headache of trying to secure tickets to a major European match from overseas, Away Games also addresses a significant logistical challenge. Depending on the itinerary, travellers receive premium seating, lounge access and hospitality experiences at some of football’s most recognizable grounds. The five-day Fulham FC: London Beyond the Pitch experience, for example, includes padded seating in Craven Cottage’s Riverside Stand, access to the Markers Lounge and a visit from a Fulham club legend.
Real Madrid supporters can opt for Pitch to Plaza, which includes a match at the renovated Santiago Bernabéu Stadium with panoramic pitch views and access to the Bernabéu Market hospitality area. Travellers will also visit Plaza de Cibeles, the famous gathering place where Real Madrid supporters celebrate major titles. Arsenal fans, meanwhile, can secure Club Level seating and VIP lounge access at Emirates Stadium through The Pride of North London itinerary.
Manchester and London get serious
Chelsea supporters can experience Stamford Bridge with pitchside access before kickoff, premium West Upper seating, a chef’s table dinner and a complimentary bar experience alongside a Chelsea legend. Manchester gets plenty of attention, too.
Manchester City’s More Than Matchday experience includes executive middle-tier seating at Etihad Stadium and access to the 93:20 lounge, alongside a stadium tour and an exploration of Manchester’s Northern Quarter. Manchester United fans can head in the opposite direction with From the Stands to the Streets, featuring padded seats at Old Trafford alongside visits to the dressing room, tunnel and pitchside dugouts.
And because these aren’t simply football weekends, free time is built into each itinerary for travellers to experience their destination beyond the stadium. For football fans who have always wanted to build a European trip around matchday, G Adventures is essentially taking care of the difficult part. All that’s left is choosing your club. Away Games trips are available to book now through G Adventures.
ADVERTISEMENT |
