How Do Your Fans Actually Get to the Game?
‘You. Smart. Thing.’ speaking at the Sports Environment Alliance Shared Ground webinar – Online | 8 October 2026
The third session in the Sports Environment Alliance (SEA) Shared Ground webinar series turns to a topic that sits close to our work every day: how fans travel to and from live sport.
Hosted by SEA in conjunction with In the Round, and presented by SportsCover, the free 90-minute session brings together voices from sport, sustainable travel, and technology, including The All England Lawn Tennis Club. Together, they’ll explore what better fan travel planning can look like in practice.
Sustainable Fan Travel and the Business of Live Sport
What sporting organisations can actually do
For many sporting organisations, one of the biggest contributors to an event’s environmental footprint happens before fans even reach the gate. According to SEA, fan and spectator travel can account for 70–90% of the carbon footprint associated with an event or venue.
But is fan travel just a carbon question? How people get to and from sport shapes the whole event experience, from congestion, accessibility, and transport capacity to fan satisfaction, local community impact, and operational costs.
The panel will explore how sporting organisations can better understand and measure how their fans travel, and why fan travel deserves a place in sustainability and event planning from the outset. It will look at the role of travel demand management in reducing congestion and environmental impact, and how data, technology, and multimodal travel planning can help fans make lower-carbon choices.
The discussion will also cover why communication and fan engagement are so important to influencing travel decisions, and how partnerships between sport, venues, transport providers, and governments can turn good intentions into delivery.
Alex Townshend joins the panel for ‘You. Smart. Thing.’, bringing a travel demand management perspective on how personalised, event-specific travel information helps fans plan ahead, and how better fan travel can create operational, reputational, and commercial value.
Whether you’re already measuring Scope 3 emissions or just starting to ask how your organisation can influence fan travel, the session offers practical ideas and examples to take back to your team.
Date: Thursday 8 October 2026
Time:
- 18:00 – 19:30 AEDT (Melbourne and Sydney)
- 17:00 – 18:30 AEST (Brisbane)
- 15:00 – 16:30 AWST (Perth)
- 08:00 – 09:30 BST (UK)
Session: Shared Ground Webinar 3: Sustainable Fan Travel and the Business of Live Sport
Location: Online
Cost: Free to attend
Speakers:
- Adam Cheyne, Sports Environment Alliance
- Jon Foley, Director, In the Round
- Hattie Park, Sustainability Lead, The All England Lawn Tennis Club
- Matt Crawcour, Head of Championships Development, The All England Lawn Tennis Club
- Alex Townshend, Head of Environmental and Socio-economic Impact, ‘You. Smart. Thing.’
Register and Learn More
The webinar is free to attend and open to anyone involved in planning or delivering sporting events, from governing bodies and venue operators to transport, sustainability, and fan engagement teams.
