Sustainability has become a cornerstone of modern sport, with governing bodies taking increasing responsibility for their environmental impact. UEFA’s recent introduction of sustainability criteria for club competitions has sparked wider conversations about the role of federations, host cities, and event organisers in promoting sustainability. One notable omission that caught our attention and sparked further reflection, was the lack of emphasis and support for clubs on travel emissions, especially for fans. The missing link: travel’s impact on event sustainability Transport and travel represent one of the largest contributors to an event’s overall carbon footprint . In football alone, travel emissions account for approximately 80% of the sport’s total footprint , with fans, teams, officials, and media travelling across countries and continents. Some progress has been made within the sporting events-sphere, as demonstrated by UEFA EURO 2024, where public transport passes were included for ticket holders , and regional hubs were implemented to reduce air travel. These measures led to a 21% reduction in emissions compared with initial forecasts . Similarly, the last three Commonwealth Games have included free public transport for ticket holders, setting a precedent that other major events can follow. Despite these examples, travel is often overlooked in sustainability strategies, with fan travel classified as a Scope 3 emission, often considered beyond direct control and too challenging to tackle. Governing bodies, host cities, and event organisers can adopt a more proactive approach by setting clear expectations, establishing frameworks, and supporting venues and events within their jurisdictions to prioritise sustainable travel solutions. Several sporting cases have made progress in advancing sustainable travel frameworks, including: World Rugby has begun exploring ways to reduce the carbon impact of their tournaments, with their sustainability strategy directly addressing the travel and operational activities managed by themselves, and developing plans to mitigate fan travel emissions and exploring alternative event engagement methods. The English Football League (EFL) has developed a Green Clubs Initiative , which encourages domestic clubs in England to improve environmental practices, including promoting sustainable travel for both fans and teams. The International Olympic Committee (IOC) has long recognised fan travel as a critical sustainability concern. Their sustainability strategy requires candidate cities, organising committees, and host cities to develop sustainable transport solutions that maximise public transport and active travel options. These examples demonstrate how other governing bodies could develop and incorporate travel-related sustainability measures and support into their existing frameworks to develop a more holistic and effective strategy. As sustainable travel offers a range of benefits beyond environmental impact, such as enhancing the fan experience, supporting local communities, and driving economic gains, prioritising strategies to manage travel and its effects is essential. Expanding the conversation beyond sport While sport’s governing bodies are beginning to take sustainability, including travel, seriously, the same considerations apply to the arts, culture, and live entertainment sectors. Festivals, concerts, theatre productions, and museum exhibitions attract millions of attendees each year, generating significant travel-related emissions. To address this, organisations such as art bodies, event promoters, production companies, and venue owners must take responsibility for making audience travel more sustainable. Some have already begun to take action, for example: Live Nation has identified eight key areas of sustainability within their strategy , specifically highlighting transport. They have committed to working with venues, event organisers, suppliers, and local authorities to encourage and implement sustainable transport solutions. The Events Industry Council , a global federation representing event professionals, promotes high standards and best practices within the sector. They have developed a framework for sustainable events , which includes multiple references to sustainable travel, ranging from integrating it into marketing communications to incentivising greener travel choices and connecting regional events. A framework for sustainable travel in events Building on the examples mentioned above, we recommend that ‘lead’ organisations (whether a governing body, host nation/city, venue manager/owner) can help those that plan and deliver the detailed operations by focusing on five key pillars:
As the world grapples with pressing issues like climate change, urban congestion, and the need for sustainable mobility options, the future of transport solutions is more critical than ever. Innovations in technology promise to transform how we move people and goods, yet the pace of change often seems sluggish. This was a recurring theme across the 2-days of the recent UK Future Transport Forum 2025 in Southampton, hosted by Solent Transport where the local authorities delivering the Department for Transport's Future Transport Zone programme were sharing their experiences to date. It got us at In the Round thinking - Is technological over-complication the barrier to progress future, or is political risk aversion and government red tape the thing that will hold us back? The technological landscape The transport sector is witnessing remarkable technological advancements that can significantly enhance mobility. Innovations such as electric vehicles (EVs), autonomous vehicles (AVs), micro-mobility such as e-scooters and e-bikes, Mobility as a Service (MaaS) and smart infrastructure are paving the way for a more efficient and sustainable future. Electric Vehicles (EVs) : The shift from internal combustion engines to electric propulsion is not just a trend; it’s a necessity for reducing greenhouse gas emissions. With advancements in battery technology, EVs are becoming more affordable and practical for everyday use. Autonomous Vehicles (AVs) : The potential for AVs to reduce accidents and optimize traffic flow is immense. Companies are investing heavily in developing safe and reliable AV technology, which could reshape urban transport. Electric micro-mobility : E-scooters and e-bikes are now common place and the discussions about things like battery life and inappropriate speeding are falling away. Their role as part of an integrated transport system for last mile and longer journeys now seems established. Mobility as a Service : The ability to offer users seamless planning, booking and paying experiences via multi-modal MaaS Apps is now technologically established. As is the ability to knit together the technologies of multiple transport service providers and to use said technologies to positively influence travel choices. Smart Infrastructure : The integration of technology into transport infrastructure—such as smart traffic lights or in road wireless charging of EV's — can improve efficiency and enhance user experience. However, while the technology exists, the widespread adoption of these solutions often faces hurdles. Risk aversion, bureaucracy and decision-making paralysis risking progress Government policies play a crucial role in shaping transport systems the world over. While technological innovation is crucial, the lack of supportive policies, procurement systems and fear of failure can stifle progress. Here are some ways this resistance manifests: Regulatory Hurdles : Policies can lag behind technological advancements, creating a mismatch between what is possible and what is permissible. For example, regulations surrounding MaaS can be overly cautious, hindering trials and deployment. Funding and Investment : Governments may prioritize traditional transport infrastructure over innovative solutions. Insufficient funding for EV charging stations or micro-mobility seed-corning can slow down the transition to sustainable options. Lack of ambition : While trial projects and accelerator programmes tantalise many with a glimpse of what might be possible the ability for government to then act quickly to embed new ways falls foul of traditional coat-benefit analysis and outmoded business case analysis. The freedoms to just ‘get on with it’ with appropriate safe guards in place do not exist. A slow build to an unknown future seems to take precedent over a vision-led determination to succeed. Public Perception and Fear : Policymakers often respond to public concerns, which can sometimes be rooted in fear of the unknown. Resistance to new technologies, such as AVs, micro-mobility and MaaS can stem from safety or security concerns, leading to stricter regulations that limit innovation. Bureaucratic Inertia : Large government structures can be slow to adapt, leading to a culture resistant to change. This inertia can result in missed opportunities for implementing new technologies that could benefit society. So, is there a gap between the rate of change made possible by technology and the ability of policy-makers to keep up (at best) or to want to adapt and adopt (at worse)?
In recent years, the devastating effects of global warming have become increasingly impossible to ignore. Among the many sectors grappling with these changes, the world of sports stands out as particularly vulnerable. From grassroots games in local communities to global spectacles like the Olympics, the changing climate poses challenges that threaten not just the events themselves but the athletes, spectators, and environments that support them. One striking example is the looming threat of wildfires in California and their potential impact on the Los Angeles 2028 Olympic and Paralympic Games. Photo source: AP News
Last week’s UK BBC Panorama episode, “E-Bikes: The Battle For Our Streets ”, sparked some controversy by presenting an investigation into the rise of electric bikes in urban environments. Organisations such as Cycling Electric , Cycling Weekly , and the Bicycle Association have responded. The episode faced widespread criticism for inaccurately portraying legal e-bikes and the broader micromobility movement. We spotted some misleading footage and a lack of expert analysis, blurring the line between road-legal e-bikes and illegal electric motorbikes. Along with the organisations mentioned, we believe that such misrepresentations risk damaging public perception of an industry that offers a promising pathway toward more sustainable cities. In a moment that captures the spirit of micromobility’s future, actor Timothee Chalamet recently arrived at the UK premiere of the Bob Dylan biopic A Complete Unknown riding a Lime electric bike . This unconventional entrance at London’s BFI Southbank not only turned heads but also underscored the practicality and accessibility of shared e-bike schemes in urban settings. Chalamet’s choice to cycle to the premiere, despite the ensuing £65 fine for improper parking, demonstrates how shared micromobility can address real-world challenges like traffic congestion while making a bold statement about sustainability. As cities like London continue to embrace shared micromobility options, moments like these highlight their potential to shape a cleaner, more connected urban future. The episode and subsequent reactions underline the critical need for accurate, balanced discussions about shared electric micromobility solutions, including both e-bikes and e-scooters. At In the Round, our blog below aims to clarify facts, highlight the benefits and challenges of shared micromobility, and explore what lies ahead for these schemes worldwide… Photo source: Sky News
As a consultancy dedicated to promoting sustainable travel, In the Round recognises the critical importance of transforming how people choose to travel, not only for personal benefit but also for societal well-being and the health of our planet. England’s Integrated National Transport Strategy (INTS) – Call for Ideas presents a great opportunity to contribute ideas that can inspire lasting behavioural change in travel choices across the country. The INTS aims to create a unified, user-centric transport network by improving connectivity across different modes of travel, enhancing local infrastructure, and ensuring long-term sustainability. This call for ideas, open 30 January 2025, encourages individuals, communities, and organisations to share insights and innovative approaches that can help shape the future of transport in England. We set out our ideas below: National travel behaviour change marketing communications campaign Our initial observation is that language around the INTS is very much about networks and not people. There is an opportunity to help influence travel behaviours of individuals (and organisations) so that the networks that are available are used in an optimal manner. The lack of a person centric approach from the outset is interesting. We would like to see a Department for Transport defined, designed, funded and delivered strategic behaviour change marketing campaign for the nation front and centre of the ambitious goals within the INTS. The campaign should champion a pro-choice approach, encouraging individuals to make informed travel decisions that best suit their needs while considering personal health, environmental impact, and broader societal goals. Central to this initiative would be an evidence-based approach founded on behavioural science, specifically using the COM-B model of behaviour change. This approach will enable the development of tailored strategies for different audience segments and localised campaigns, ensuring relevance and effectiveness across diverse communities. But a national campaign must lead the way. Key objectives: National framework with local flexibility: Establish a cohesive national framework that supports local authorities in developing bespoke campaigns tailored to regional needs. This approach ensures consistency while promoting innovation at the local level. Learning from success: The Welsh Government’s 20mph scheme serves as a prime example of how national policies can drive local behavioural change. Similarly, sustained high-profile campaigns, such as those for seatbelt usage , drink-driving prevention , and smoking cessation , have demonstrated the potential for meaningful shifts in public attitudes. Cross-sector integration: Recognising the interconnected nature of sustainable travel with other sectors is crucial. For example, initiatives aimed at reducing the environmental impact of online shopping and courier deliveries could be integrated into the broader strategy, amplifying the campaign’s impact. Photo source: Glamorgan Star
Challenges associated with sustained behaviour change As the festive season begins and people consider their New Year’s resolutions alongside the UK’s National Transport Strategy’s call for ideas , it’s an ideal moment to explore how to make change endure beyond the holidays or temporary campaigns. Achieving meaningful, lasting behaviour change remains a significant challenge, especially in transport and travel demand management (TDM). While short-term campaigns can spark initial interest, they often fall short of embedding long-lasting habits. For change to stick, campaigns must address deeper, systemic issues and foster long-term commitment from all stakeholders. This blog explores the preconditions for success, from long-term funding and organisational buy-in to tailored communications and supportive infrastructure. We will also examine the pitfalls of short-term thinking, where behaviour change risks becoming a fleeting trend rather than a permanent shift. Issues associated with short-term thinking Short-term, one-off campaigns often fail to deliver sustained impact. For example, TDM efforts tied to major sports events may achieve impressive results during the event but struggle to leave a lasting legacy. These initiatives tend to focus on immediate outcomes, with any long-term benefits being coincidental rather than planned. This trend has been observed worldwide, with one example being the Rio 2016 Olympic Games. In preparation for the event, the government introduced four new bus rapid transit (BRT) lines to connect the two main Olympic venues. However, post-event studies revealed that these transit lines were not designed with long-term legacy considerations. They were poorly integrated with the surrounding areas and exacerbating territorial segmentation along the corridors. A 2017 study further highlighted that the elimination and rerouting of numerous standard bus routes in the city had reduced the average accessibility to jobs and schools via public transport compared to three years earlier. Image reference: TheCityFix
COP29, the UN Climate Change Conference, held from 11 November – 22 November 2024, in Baku, Azerbaijan, focussed on advancing global climate negotiations and strengthening commitments under the Paris Agreement, and marked a pivotal moment for the tourism industry. For the first time in COP history, tourism gained official recognition, highlighting its dual role as a significant contributor to climate change, responsible for 6.7% of global greenhouse gas emissions in 2023, and a sector with enormous potential to drive positive change. As COP29 focussed on cities, transport, and tourism, key declarations and initiatives highlighted the urgent need for sustainable travel solutions, particularly in destinations where tourism is deeply interwoven with local economies, live events, and natural landscapes. The end of November also served an important reminder of this during the UNs World Sustainable Transport Day. A call for sustainable tourism Tourism connects people with iconic destinations, from the beaches of the Mediterranean to natural wonders like the Lake District National Park. These visitors often come for live events such as arts, culture, music, and sports, which contribute to the economic and cultural vibrancy of the area. Yet, the environmental and social impacts are mounting, from congestion in historic cities to pollution in pristine environments. The COP29 Declaration on Enhanced Climate Action in Tourism provides a pathway to reimagine tourism through five strategic focus areas: measurement, decarbonisation, regeneration/adaptation, collaboration, and finance. In parallel, the COP29 MAP (Multisectoral Actions Pathways) Declaration for Resilient and Healthy Cities underscores the importance of sustainable urban transport and infrastructure, which directly affects visitor access to key destinations and venues. Key travel challenges and opportunities for tourist destinations Tourist hotspots face unique challenges related to travel: High emissions from air travel Air travel is a significant contributor to global greenhouse gas emissions. Many tourists rely on flights to access destinations, especially those in remote or international locations. The carbon footprint of air travel poses a challenge for destinations aiming to reduce overall environmental impact. High visitor numbers Popular destinations hosting festivals, sporting events, or cultural gatherings often attract large numbers of visitors. Increased car use, traffic congestion, and parking demand are common side effects, which can disrupt local communities and ecosystems. Peaks of visitor demand Tourist hotspots often experience surges in visitor numbers at specific times of the day, week, or year. For example, beaches might see a rush of people in the mornings, while festivals or attractions may lead to high concentrations of visitors during events. These peaks can strain transport systems, parking, and local amenities. Tourist numbers also often peak seasonally, such as during summer holidays. These fluctuations can overwhelm local transport systems and infrastructure, leaving them underutilised at other times of the year, which impacts sustainable operations and funding. Mode choice and capacity constraints While traffic congestion and parking pressures are common in many tourist areas, public transport systems also face challenges. High demand for trains, buses, and other modes of shared transport can overwhelm capacity, particularly during peak times or in destinations with limited services. Geography and concentration of visitors Certain destinations see disproportionate numbers of tourists flocking to specific points of interest, such as landmarks, viewpoints, or cultural sites. This uneven distribution of visitors can lead to localised congestion, infrastructure wear and tear, and a diminished visitor experience. Limited sustainable travel options Rural and natural destinations, as well as areas hosting live events, frequently have underdeveloped public transport networks. This leads to a reliance on private vehicles, which exacerbates congestion and emissions. Balancing accessibility and conservation Many destinations face the dual challenge of welcoming tourists while preserving natural or cultural heritage. Increased vehicle access and infrastructure development can degrade the very landscapes or experiences that attract visitors in the first place. However, these challenges also provide opportunities to rethink and enhance travel strategies. Priority should initially be placed on influencing travel demand, to make the most of the existing transport network before considering costly infrastructure investments. Actionable steps for sustainable tourism at key destinations include: Strategic planning and policy development: Develop tailored sustainable travel plans: These can be created for specific destinations and broader areas. For instance, In the Round is currently involved in creating a travel plan for Holy Island in the UK, incorporating comprehensive strategies to manage local travel demand while minimising environmental impact. Visitor capacity management: Implement timed entry systems or booking platforms to manage crowds during events or peak tourist seasons. This reduces environmental stress and ensures a better visitor experience. Strengthen policy support: Advocate for funding and policy support to enhance sustainable transport infrastructure, such as EV charging networks and secure cycle storage. Foster cross-sector collaboration: Work with tourism boards, transport authorities, and local event organisers to align goals and resources effectively. Collaboration is crucial for implementing sustainable travel strategies at scale. Marketing, engagement and education: Encourage local engagement: Positioning attractions more in the minds eye of local residents. Target marketing campaigns for destinations should consider accessibility and proximity. For example, advertising campaigns could focus on attracting regional visitors instead of encouraging long-haul travel unnecessarily. This reduces the need for long-distance travel, increases the likelihood of active travel and public transport being a more viable option and supports local economies. Visitor information and website audit: Visitor attractions should review their websites to ensure they provide consistent, accurate and comprehensive travel information. Priority should be given to displaying details about public transport and active travel options above information on car travel and parking. Introduce incentives for sustainable travel: Like discounts or free public transport passes for tourists attending events or visiting attractions. Rewarding sustainable travel choices can motivate visitors to opt for greener modes of transport. Incentivise group travel: To reduce the volume of vehicles on the road, group travel incentives can include discounted transport passes, group rates for events, or priority access to attractions. Promote low-carbon travel packages: Partner with transport operators to offer bundled tickets that include public transport to and within destinations. These packages can make sustainable travel more convenient and affordable. Educate visitors on sustainable travel: Providing pre-visit or pre-event information and / or a journey planner that highlights sustainable travel options, such as train routes, park and ride facilities, and walking tours. Share this information early and maintain consistent communication throughout ticket sales and event planning. Infrastructure enhancements: Improve public transport access: Developing robust sustainable travel links to major tourism hubs and event venues. Increased bus, train and tram services, park-and-ride schemes, and integrated ticketing systems can help reduce reliance on private vehicles. Enhance active travel infrastructure: Expand car free paths and trails to encourage cycling, scooting, and walking. Dedicated bike and scooter lanes and pedestrian routes not only reduce emissions but also enhance the visitor experience. Invest in greener transport options: Adopt electric or hybrid shuttles for guided tours, event transfers, or trips between venues and accommodations. This reduces emissions and aligns with sustainability goals. Spotlights: St Michael’s Mount in Cornwall: Has implemented a range of demand management measures to ensure a sustainable and enjoyable experience for visitors while protecting the local environment and community. A key initiative is the introduction of ticket-only access during peak summer periods, helping to manage the flow of visitors and reduce overcrowding. Photo source: St Micaels Mount
Photo source: @scottakoz Awards and accreditation play a critical role in inspiring innovation, fostering collaboration, and encouraging organisations to adopt sustainable practices. They serve as a powerful mechanism to spotlight success stories, create replicable models, and recognise the efforts of individuals and organisations that are making a meaningful difference. At the Modeshift Convention 2024 in Leeds last week, this theme took centre stage, demonstrating how awards and accreditation can be catalysts for action. At In the Round, a proud partner of Modeshift for several years, we value the convention and its awards programme for highlighting the importance of recognising leaders who drive change. As a consultancy focussed on sustainable travel and audience behaviour, we understand that awards and accreditation motivate organisations and individuals to innovate, compete, and continually improve, whether through community initiatives, large-scale events, or grassroots projects. Celebrating sustainability champions The Modeshift Awards Night last week provided a platform to honour organisations and individuals who are setting new standards in sustainable travel and community mobility. From city-wide schemes to smaller, targeted projects, this year's winners demonstrated what’s possible when ambition meets action. Highlights included Manchester City’s matchday bus programme and Dragons RFC’s ‘Eco Dragons’ collaboration with partners such as Cardiff University and PledgeBall, both of which integrated sustainable travel into fan experiences while achieving measurable environmental benefits. Alongside several others, Lambeth Council was also celebrated for its inclusive active travel initiative , which supports underrepresented communities in overcoming barriers to active travel. These awards do more than recognise success, they inspire others to follow suit. By showcasing tangible outcomes, such as reductions in CO2 emissions or improved accessibility, they demonstrate the impact of sustainable travel initiatives and encourage wider adoption. The value of accreditation Beyond awards, accreditation systems play an equally vital role in fostering progress. They provide organisations with a roadmap for continuous improvement and an objective framework to measure success. For instance, Modeshift STARS , a UK-wide accreditation scheme, helps schools, businesses, and local authorities develop and implement sustainable travel plans. This approach not only drives behaviour change but also creates a sense of accountability, ensuring that progress is both measurable and meaningful. The Association will in the coming year be extending this to encapsulate the spectator and audience travel theme also. Accreditation has demonstrated its effectiveness in driving sustainability across various sectors, providing tailored programmes designed to meet specific needs. For instance: Sport : BASIS’ Sustainable Sport Certification Scheme acknowledges the sustainability initiatives of sports venues and clubs across the UK, covering areas such as waste reduction and promoting sustainable audience travel. The scheme benchmarks performance through detailed reports and gap analyses, highlighting opportunities for improvement. This programme drives meaningful progress within the sports sector. Festivals and cultural events : A Greener Festival (AGF) Certification evaluates the environmental impact of festivals and cultural events globally. Covering areas like energy, waste, water, and transport, the programme helps organisers reduce their footprint and engage audiences. Global Event Management : ISO 20121 is an internationally recognised standard for sustainable event management. Adopted by major events like the Olympics and FIFA World Cup, it integrates sustainability into every aspect of event planning and delivery, setting a benchmark for excellence. Cultural venues : The Julie’s Bicycle Creative Green Certification supported theatres, museums, and cultural spaces in the UK. By providing tailored tools and assessments, it enabled venues to measure, improve, and showcase their commitment to sustainability. Education : The Eco-Schools programme encourages schools worldwide to adopt sustainable practices, with certification levels that guide their journey from beginner to leader. Such systems create a ripple effect, motivating organisations to strive for higher standards while gaining recognition for their efforts. Integrating awards and accreditation into sustainable travel At the Modeshift Convention, the intersection of awards, accreditation, and sustainable travel was a recurring theme. A standout session on sustainable spectator and audience travel, hosted by In the Round co-founder and Modeshift board member Jon Foley, illustrated how these frameworks can drive meaningful change. Representatives from the Department for Transport (DfT), UK Sport, and other organisations emphasised the importance of clear policy frameworks for spectator travel, while clubs like Manchester City and Dragons RFC demonstrated the operational, commercial and fan experience benefits of their sustainable initiatives. These projects, supported by tools like accreditation systems and marketing campaigns, have significantly shifted travel behaviours, saving over 600,000 kg of CO2e in the case of Dragons RFC alone. A catalyst for broader change Awards and accreditation don’t just celebrate success, they create momentum. By recognising achievements and offering structured pathways for improvement, they foster a culture of collaboration and continuous progress. Within sustainable travel, these tools are vital for building stakeholder engagement and aligning efforts toward shared goals. They ensure that progress is not only celebrated but also sustained. STRIVE’s Commitment For In the Round, events like the Modeshift Convention are more than just an opportunity to network, they’re a chance to learn from the best, refine our strategies, and deliver even greater impact through STRIVE , our consultancy service aimed at addressing sustainable spectator travel. By participating in awards panels, facilitating sessions, and collaborating with industry leaders, we help organisations integrate these lessons into actionable plans. From large-scale events to community-focused initiatives, we believe that awards and accreditation are essential tools for advancing sustainability and driving change. If you’d like to learn more about our work or explore ways to get involved in next year’s Modeshift Convention, get in touch with us at hello@intheround.global
At last week’s excellent Welsh Sports Association (WSA) Sustainability Conference the subject of fan and audience travel raised its head. Another recurring theme during the day was the notion of ‘fear’ among sustainability advocates in the room saying they were sometimes wary about pushing too far or too hard. The issue of advocacy and the role of ambassadors was also raised in my mind by the presence of two elite athletes at the event (one a current and one former) and finally there was an observation about how you get the balance right between focusing resources and effort on the immediate (e.g. just getting people to and from the next match safely) and the longer term effort on shifting the dial on environmental impact of travel. It got me thinking……exactly how important is leadership and advocacy in pushing the boundaries on this crucial topic. Important not just in the context of sustainability – as the single biggest emissions contributor of an event – but also in relation to spectator / audience event experience, associated commercial opportunity as well as practical operational benefit. The time is now With horrendous images of flooding becoming increasingly common often leading to many fields of play being lost to rising water levels the impacts of climate change are increasingly obvious. The sports/arts/culture and live entertainment sector can become part of the solution as the impacts of audience travel are becoming too significant to ignore - c80% of the sectors carbon footprint is attributed to Scope 3 travel (spectators and audience generated). Events and venues are at a unique crossroads, where audience travel can no longer be seen as just another logistical concern. It’s position as an essential part of both sustainability and business strategies is overwhelming. With c75% of the spectator audience now wanting to associate with events and venues with strong sustainability creds the link between reputation (in this space) and ticket revenue is becoming clearer. The commercial case is becoming clearer too for better managing travel. Recent reports from a large football club in Europe that fans were missing the start of matches due to delays and congestion on local transport convert into lost revenue in the stadium, a poor experience for the fans and, one imagines, many fans not buying season tickets for fear of missing the action. Seeing travel as an essential part of the overall spectator/audience experience is key but embedding sustainable travel into venue and event planning isn’t just about reducing carbon emissions. It’s about improving the overall experience for attendees: less congestion, better accessibility, and safer journeys. Venues and events that lead the way in sustainable travel also enhance their reputation, demonstrating forward-thinking leadership and social responsibility.