The first-to-market small-group, football-focused trips combine iconic live matches with the immersive cultural experiences and community spirit G Adventures is known for

G Adventures ready to score with football-focused ‘Away Games’ packages

G Adventures is getting in on the sports tourism trend with ‘Away Games’, a new portfolio of football-focused premium trips.

“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,” says VP, Product, Yves Marceau.

The first-to-market small-group, football-focused trips combine iconic live matches with the immersive cultural experiences and community spirit G Adventures is known for, adds Marceau.

More than 30 Away Games departures will be available in some of Europe’s most famous football destinations, including London, Manchester, Madrid and Barcelona.

On matchday, fans get VIP club-level seating, premium lounge access and hospitality packages, while also gaining access to iconic stadiums including Old Trafford and Stamford Bridge, the legendary homes of Manchester United and Chelsea FC. Each Away Games trip is led by a football-loving G Adventures Chief Experience Officer (CEO).

The first trips kick off in October 2026 following the release of the English football calendar. Additional Spanish departures will be announced next month once the Madrid and Barcelona fixtures are confirmed.

G Adventures cites UN Tourism’s stat that sports tourism is one of the fastest growing sectors and accounts for an estimated 10% of global tourism. Frustrations for fans going it alone include the complexity of securing tickets, navigating unfamiliar destinations and coordinating logistics.

“Away Games is about much more than watching a match. It’s about belonging and being part of something bigger. It’s about singing with locals in supporter pubs, celebrating a last-minute goal with fellow travellers after the final whistle, and experiencing a destination through the lens of its football culture. We saw an opportunity to create something completely new in the adventure travel space, and we’re incredibly excited to bring fans together in a way only G Adventures can,” says Marceau.

An immersive experience into the destination’s sports heritage and local culture may include going behind-the-scenes with historic stadium tours, guided journeys through legendary supporter pubs and exploring each city’s culinary hotspots on local food tours. Trips also feature lower-league match experiences among die-hard home supporters, plus free time.