G Adventures has expanded into the sports tourism sector with the launch of “Away Games”, a new collection of small-group football trips combining match tickets, accommodation and destination experiences in some of Europe’s leading football cities.
The programme will initially feature trips built around Arsenal, Chelsea, Manchester City, Manchester United, Real Madrid and FC Barcelona, with the first departures running from October 2026 through to May 2027.
Away Games is designed to address some of the key challenges facing international football tourists, particularly access to legitimate match tickets and navigating an unfamiliar destination on matchday.
New research commissioned by G Adventures found that 41% of football fans surveyed were concerned about being scammed by fake ticket resellers when attending a match overseas.
Other barriers included navigating unfamiliar transport networks alone (33%), language difficulties (30%), entering pubs associated with rival supporters (34%) and accidentally purchasing tickets in the home section of the opposing team (16%).
G Adventures is positioning the new product as a combination of premium match access and its established small-group travel model.
Trips include guaranteed VIP or premium-level match tickets alongside stadium tours, food experiences, visits to supporter pubs and, on selected itineraries, tickets for lower-league or regional fixtures.
Each group will also be accompanied by one of the company’s Chief Experience Officers (CEOs), acting as a local guide throughout the trip.
“At G Adventures, we’ve always known that travel is about human connection, and there’s no community on Earth more passionate, emotional, and united than football fans,” said Yves Marceau, VP of Product at G Adventures.
“Our research shows fans crave that feeling of belonging, but booking a dream match abroad on your own can feel like a high-stakes gamble. Nobody wants to buy a fake ticket or end up in the wrong supporter section in a city they don’t know.
“Away Games solves the pain points causing fans to hesitate. We handle the access, the logistics, and the safety, leaving fans free to experience the magic of the match alongside a built-in community.”
Football travel demand
The launch comes as football clubs, destinations and travel companies increasingly look to capitalise on demand from supporters willing to travel internationally to watch major teams and competitions.
G Adventures’ research suggests the 2026 FIFA World Cup has provided a further boost to the sector, with 48% of respondents saying the tournament had increased their desire to travel internationally for football.
The social aspect of football travel could also provide an opportunity for the small-group model. Some 70% of fans surveyed said they had made friends with strangers through football, while 64% said they would consider travelling with a group of people they did not know if they supported the same club.
The research was conducted by Opinion Matters among 2,000 adults, including 1,600 in the UK and 400 in the Republic of Ireland, who had attended a professional football match or regularly watched football on television during the previous 12 months and had an interest in the Premier League and/or La Liga.
Premium tickets and local experiences
The initial Away Games portfolio includes six itineraries across England and Spain.
The Real Madrid: Pitch to Plaza trip features a match at the Santiago Bernabéu with access to the Bernabéu Market hospitality area, as well as a lower-division Spanish league fixture and food experiences in Madrid.
In London, Arsenal FC: The Pride of North London includes Club Level seating and VIP lounge access at Emirates Stadium, while Chelsea FC: West London to Pitch features premium seating at Stamford Bridge, pre-match pitchside access and hospitality.
Spanish football is also represented by FC Barcelona: The Pride of Catalonia, combining Category A match tickets with a stadium experience, Catalan food and visits to locations associated with the club’s supporter culture.
Manchester City: More Than Matchday offers executive seating and access to the 93:20 lounge at the Etihad Stadium, while Manchester United: From the Stands to the Streets includes premium seating at Old Trafford and a stadium tour.
Alongside the headline fixtures, G Adventures is incorporating local food, culture, football heritage and grassroots matches into the itineraries, positioning the trips as destination experiences rather than standalone match packages.
Away Games is on sale now, with departures scheduled between October 2026 and May 2027.
See more at gadventures.com
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