Worcester Rugby Club fans have been banned from entering the club's Sixways stadium through its main entrance.
The restrictions have been introduced after safety concerns were raised about a minority of spectators who were crossing or walking along Pershore Lane, while passing traffic was travelling at up to 60mph
The Worcester Rugby Club Safety Advisory Group claimed fans, including children, were putting their lives at risk by walking to the entrance.
Stewards have been instructed to refuse admission to anyone on foot at Pershore Lane on match days. Fans will also not be allowed to leave the stadium from that exit.
The new rules will be brought in for the home game against Saracens on Saturday, which kicks off at 2pm.
A WRCSAG spokesman said about 200 fans, among the average of 8,000 who attend home matches, consistently ignore requests made in the match day programmes and over the public address system not to walk across Pershore Lane.
"This was particularly noticeable in the local 'derby' against Gloucester on September 5, despite there being drop-off and pick-up points within the ground," he said.
"Additionally, there are nearby park-and-ride and walk-and-ride facilities, including clearly indicated safe pedestrian routes between Wainwright Road - through the Butterfly Farm - and the stadium.
"There is ample car parking and safe access on foot, without needing to enter Pershore Lane or use the Junction 6 M5 island on foot.
"In reality, therefore, there is no justification for anyone to be walking along, or across, Pershore Lane on match-days."