English Championship football club Leeds United has entered into a partnership with transportation network company Uber in a move designed to ease traffic congestion around Elland Road.
Uber will encourage Leeds fans not to drive to Elland Road on match days, and instead leave their cars at home and use the app to connect to public transport options.
Leeds said the partnership would reduce congestion at Elland Road, as well as emissions in the city.
Leeds and Uber will work together to create an integrated fan experience on match days. Uber’s pick-up, drop-off and traffic flow experiences will be harnessed to enable the smooth transportation of supporters. The sustainable transport plan will also form a core component of the Elland Road 2020 regeneration plan.
Tom Elvidge, general manager UK at Uber, said: “We’re delighted to be working with Leeds United and have some very ambitious plans to help them create the best fan experience possible, while helping to reduce congestion and improve air quality.
“Uber provides a great option for people travelling to games as they don’t have to worry about parking and can enjoy a drink or two. As a Leeds fan I can’t wait for my next trip to Elland Road.”
Leeds United managing director Angus Kinnear added: “This is a really exciting partnership for the club and we hope the fans will enjoy it.
“Getting to and from the stadium will now be a seamless experience and we’re exploring ways to help fans travel for away games as well. Leaving the area after a game in private cars can lead to congestion and long wait times, so this deal will really help cut down congestion in the area.”