Fair play to LNER for actually doing something useful, like putting on an extra train. I've found most of the TOCs to be fairly useless at responding to increased demand for sporting occasions.
One tip: If you haven't already got one, try and get a Railcard. They cost £30 for a year, but you'll nearly save all of that in this one trip - saving you £22.73 on a £68.20 fare.
And if there's 2 of you travelling together, buy a 2-together railcard. Even if you only use it once, you'll save £45.46 between the pair of you, which more than pays for the £30 cost of it. It's a no-brainer as they say. And it doesn't need to be family or anything. Any 2 people can get one.
btw: There seems to be a railcard for most people, unless you are a single able-bodied person between 25 and 60 years old, in which case "tough". But as I said above, just one trip here with a 2-together railcard would pay for itself.