Discounted tickets for World Cup and concerts could cut climate costs of mega events, study finds

A new study suggests that offering discounted tickets for major events like the FIFA World Cup and pop star concerts could significantly reduce their carbon footprint. The idea is that cheaper tickets would encourage more local attendance, cutting down on long-distance air travel which is a major source of emissions for mega events. Researchers argue that this approach could lower the overall climate cost without reducing audience numbers. For event organizers and climate policymakers, this presents a practical lever to address the emissions tied to global spectacles. Instead of focusing solely on venue efficiency or offsets, the study points to ticket pricing as a direct way to influence travel behavior. If adopted, this could reshape how events are planned and marketed, prioritizing regional audiences over global ones. The findings add to the broader conversation about decarbonizing the entertainment and sports industries. While not a silver bullet, discounting tickets for local fans offers a straightforward, market-based tool to cut emissions. It also raises questions about how event economics would adjust if fewer international travelers attend.