Cambridge researchers propose eco-discounts for World Cup attendees
Their new study has revealed audience travel emissions continue to significantly contribute to the carbon footprint of events like the FIFA World Cup
Cambridge researchers are urging organisers of major events like the ongoing FIFA World Cup in 2026 to consider offering ticket discounts for fans who opt for eco-friendly transportation.
According to a study published in Communications Sustainability, spectator travel constitutes the majority of emissions, accounting for 82% at the World Cup.
Researchers estimate that this year's expanded tournament, now including 48 teams, has raised emissions to roughly 4.23 million tonnes of CO₂, with flying fans contributing around 3 million tonnes.
Prof Shaun Larcom from Cambridge’s Department of Land Economy said: “Organisers should focus on reducing travel emissions, rewarding fans who choose greener travel options.”
Coldplay's case study - a model for future strategies
To offer context on how discounts could work, the study looked at Coldplay's 2024 European tour. The band cut emissions by nearly half, chiefly due to fans altering their travel methods.
Coldplay achieved this through merchandise discounts for eco-friendly travel and dedicated apps displaying low-carbon options.
Jackson Goldman, aged 33 and co-author of the study, said: “What's needed now is for organisers and fans to work together to take responsibility for these emissions.”
Current impact and future considerations
The research suggests organisers and fans are poised to lead climate action due to their close ties and substantial economic value.
The ongoing 2026 FIFA World Cup, with projections indicating approximately 40% of attendees from Europe, could have reduced travel emissions if hosted in Europe instead of North America.
As with Coldplay, researchers propose that FIFA might offer discounts for fans using rail or shared transport.
Goldman suggests a broadcast fee could offset carbon costs: “If organisers charge viewers a small broadcast fee, it could offset the event's total carbon cost.”
Dr Sam Vosper highlighted the tournament's emissions, stating: “They could level with the annual carbon output of Iceland, according to the EDGAR 2025 dataset.”
Real responsibility
The study presents an economic blueprint, urging events to be scaled back or cancelled if climate costs outweigh benefits.
Dr Sam Vosper added: “Mega-events elevate the human spirit and offer the chance to inspire shared responsibility needed to tackle climate change.”