24 September 2025 at 13:06 (GMT) Download PDF
Trainline published Tactics & Teamwork: towards greener football fan travel, a new report highlighting the significant opportunity to encourage millions of football fans to switch from car to train for matchday travel.
The report has been developed as part of I came by train, Trainline’s movement designed to inspire and enable more people to choose rail over car and air. Since its launch, I came by train has brought together clubs, businesses, policymakers and communities to accelerate the shift towards greener journeys.
Football presents one of the biggest opportunities yet. Nearly one in five UK adults travel more than an hour to a football match each year, equating to 34 million round trips annually. Today, over half of these journeys are made by car, but 83% of fans say they would consider switching to rail. This represents a major opportunity to reduce carbon emissions, improve the matchday experience, and support the UK’s net zero ambitions.
The paper explores the scale of this potential modal shift, the challenges facing both rail and football, and outlines practical, trial-ready solutions including matchday rail discounts, flexible fan tickets for rescheduled games, and clearer travel signposting. It also sets out bold, long-term ideas such as a ‘Big Game Railcard’ to make rail the default mode of transport for football.
By turning these tactics into trials, the report argues football can become a powerful driver of more sustainable travel habits. Beyond environmental benefits, these measures can deliver commercial value to the rail industry, improve inclusivity and accessibility for fans, and create a better overall matchday experience.
I came by train is about building a movement for change, one that taps into culture and collective action to make sustainable travel mainstream. Football has a unique power to unite people, and that makes it the perfect stage to inspire greener choices at scale. Fans have told us they want to do the right thing; now it’s about giving them the tools, incentives and confidence to switch. Together with clubs, partners and supporters, we can make rail the natural way to travel to the game and, in doing so, help protect both the sport and the planet for future generations.
Nat Marques, Head of Brand Purpose at Trainline
Trainline is inviting clubs, industry partners, and policymakers to collaborate on pilot schemes that can be implemented as early as the 2025/26 season.
The full report is available to download here.
For more information, visit I came by train or to get involved please contact: icamebytrain@trainline.com
About I came by train : I came by train is a movement to accelerate modal shift through behaviour change. Founded by Trainline in 2022 with a multi-award winning behaviour change campaign, the movement exists to break down the barriers to rail via education, influence, and change. The movement brings together climate-conscious corporates, transport, policymakers, NGOs, and community groups to act together to support citizens to make sustainable travel choices. Our goal is to increase the number of citizens choosing to travel by train, supporting the UK Climate Change Committee’s targets for a 30% increase in passenger rail travel by 2035 and a 58% increase by 2050.