Beautifully Obsessed: G Adventures Thinks it’s Got a Winner with Football Trips

Fans of football — known to followers as ‘the beautiful game’ — are “unapologetically, magnificently obsessed,” says G Adventures. The small group specialist has just launched a European football-focused series of trips dubbed ‘Away Games.’

To mark the debut, G released new research revealing the full depth of football obsession. The survey polled 6,000 Canada, U.S., UK & Ireland residents who have attended a professional football match, regularly watched on TV or who have an interest in the English Premier League and/or Spanish La Liga.

Joy & Sorrow

The findings reveal that  just over 6 in 10 (62%) fans have cried tears of pure joy over a win, half (50%) have wept over a loss, and 57% feel more like their true selves surrounded by fellow football fans than at work or with family. 

“To outsiders, football (or, European soccer) looks simple: 22 players chasing a ball, a giant pitch and a few catchy chants,” G says in an unattributed quote in a press release that can easily be read in the voice of David Green, Managing Director, Canada. 

“To a dedicated fan, it’s a glorious, emotional roller coaster that dictates weekends, mood swings, and personal relationships.”

Football was in the global spotlight once again with this year’s FIFA World Cup. Thousands travelled to North America to see matches, and G is betting that many North Americans will be interested in travelling the other direction, to get up-close and personal with European football culture, while travelling in G’s immersive, community-based, low-hassle travel style.

The research suggests that stressing about logistics and fear of buying a fake ticket online deter many from following their football dreams.

“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.

Craving Belonging

“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.”

Away Games trips blend guaranteed, high-tier matchday tickets with deep local cultural immersion in some of Europe’s most iconic football capitals including London, Manchester, Madrid, and Barcelona. 

For the 39% of fans who reported they’d sooner lose their passport than their final match ticket, it’s important to note that each Away Games trip is led by a local, football-obsessed Chief Experience Officer (CEO), who acts as the ultimate facilitator, ticket-keeper, and insider guide. 

G says the program replaces unfamiliar anxiety and solo travel fears with guaranteed VIP or premium level seats, an exploration of local, neighborhood pubs, grassroots lower-league terrace matches, and a ready-made crew of like-minded fans.

The Away Games lineup includes:

Real Madrid: Pitch to Plaza – Built for the fan who wants to walk in the footsteps of European football royalty. Guests will experience a matchday at the iconic, newly renovated Santiago Bernabéu Stadium, complete with panoramic views of the pitch and access to the exclusive Bernabéu Market hospitality area for buffet dining. The trip balances elite sports luxury with grassroots authenticity, featuring terrace tickets to a lower-division Spanish league match and a walking tapas and churros food tour through Madrid’s historic Old Town and Literary Quarter.

Chelsea FC: West London to Pitch City – This West London getaway brings travellers face-to-face with the glittering, trophy-laden history of Stamford Bridge. The matchday experience includes pitchside access before kickoff, premium West Upper seating, a chef’s table dinner, and a complimentary bar shared with a Chelsea FC legend. Guests will also explore the upscale culinary hotspots of West London and dive into the unfiltered passion of local supporter pubs and lower-league terraces.

FC Barcelona: The Pride of Catalonia – Guests will take their Category A level seats to watch Blaugrana play, paired with a behind-the-scenes stadium tour and a local tapas and wine experience. The journey balances elite European football with grassroots passion, featuring a CEO-led walk to the historic Font de Canaletes celebration site on La Rambla, matchday tickets to a regional Spanish league fixture, and a guided culinary tour through the medieval streets of the Gothic Quarter and El Born.

Manchester United: From the Stands to the Streets – This itinerary answers the ultimate bucket-list dream for global football fans by opening the doors to the “Theatre of Dreams.” Guests will bypass the lengthy ballot lines to secure luxury padded seats in Old Trafford’s coveted North East Quadrant, and walk in the footsteps of legends with visits to the dressing room, famous tunnel, and pitchside dugouts. Outside, fans will explore the rich industrial heritage of Manchester, visit legendary supporter pubs alongside their CEO, and taste the city’s hidden culinary hotspots.

Away Games are on sale now with first departures starting in October, 2026, and running through May 2027.