While action on the pitch for the 2025 Six Nations Rugby Championship put all eyes on Rome, another important campaign is making its mark off the field. #RomaGiocaSostenibile, Rome Plays Sustainably, is a public awareness campaign designed to tackle traffic congestion and air pollution around major sporting events.
Rome’s winning strategy
“The best way to convince people to embrace sustainable mobility is to lead by example,” says Eugenio Patanè, Rome’s Deputy Mayor for Mobility. Launched in 2015 by Roma Servizi per la Mobilità, the initiative was back in full force for Italy’s recent home rugby matches, encouraging fans to leave their cars behind and choose greener ways to reach the stadium: public transport, cycling, walking, or shared mobility services.
At the heart of the campaign is the Upper Project, an EU-funded initiative to boost sustainable urban mobility. Upper is helping Rome set the pace by showing how major events can be a catalyst for more sustainable travel choices.
With strong local and EU-level backing, and the endorsement of Italy’s national rugby team captain, Michele Lamaro, the message is clear: greener travel isn’t just better for the environment. It’s the winning move for cities and citizens alike.
On 15 March, Patanè and Upper’s Dissemination Manager, Francesco Iacorossi, cycled together to the Stadio Olimpico for the highly anticipated Rugby Six Nations clash between Italy and Ireland. The ride celebrated a decade of progress in sustainable mobility, urban regeneration, and teamwork between Agenzia Roma servizi per la Mobilita’ Srl Roma, Capitale Federazione Italiana, Rugby Sport e Salute, and Upper.
The best way to convince people to embrace sustainable mobility is to lead by example.
Turning challenges into opportunities
Large-scale sporting events like the Six Nations bring energy and excitement to a city, but they also pose real challenges. The sudden influx of fans often leads to traffic congestion, increased air pollution, and added strain on infrastructure exacerbating any existing accessibility issues.
Rather than accepting these disruptions as inevitable, the City of Rome is taking a proactive approach. By linking major events to sustainable mobility campaigns, Rome is using the spotlight of international competitions to drive lasting behavioural change—encouraging residents and visitors alike to choose greener, more efficient ways to move around the city.
Rome steps up its game
Rome is putting sustainable mobility into action with a targeted set of measures tailored to the Six Nations. The #RomaGiocaSostenibile campaign offers:
- Bilingual (Italian–English) online guides with public transport routes, pedestrian and cycling maps, and airport tips.
- Discounts and promotions from shared mobility providers, including bikes and e-scooters.
- Accessibility measures such as designated parking for people with reduced mobility.
- Direct coordination with match days, easing pressure on the city’s transport system while improving the fan experience.
Iacorossi explains: “As a Roman, a mobility expert, and a former rugby player, I know first-hand how public transport and sports can elevate a city. Partnering with Roma Servizi per la Mobilità, we’ve championed this cause ever since – easing the strain of big events isn’t just possible, it’s essential.”
This campaign also supports Rome’s broader goals under the EU Mission for Climate-Neutral and Smart Cities, reinforcing the city’s long-term shift towards greener, more inclusive urban mobility.
A lasting legacy
The #RomaGiocaSostenibile campaign is part of Rome’s long-term vision to become a cleaner, more connected city. By embedding sustainable mobility into the experience of major events, the city is laying the groundwork for lasting change in how people travel.
...Easing the strain of big events isn’t just possible, it’s essential.
The legacy of this campaign goes beyond the Six Nations. It sets a blueprint for future sports and cultural events, proving that with the right planning and partnerships, cities can reduce their environmental impact while enhancing accessibility and quality of life. The message to fans is clear: choose sustainable transport.
As for the message to other cities, Rome offers a strong example of how cities can turn a challenge into an opportunity.
