As the excitement builds for the 2026 FIFA World Cup, shared by Canada, the United States, and Mexico, an accompanying report highlights a dramatic spike in sports betting activity. Investment bank Macquarie has projected that the global betting volume could surpass a staggering US$50 billion over the course of the tournament, which features more than 100 matches across six weeks. With average wagers potentially exceeding half a billion dollars for each game, the implications for both the industry and bettors are significant.
A Rapidly Expanding Market
The last four years have seen an explosion in the sports betting landscape, particularly in the U.S., where access to legal wagering has grown from 40% of the population during the 2022 World Cup to an impressive 65% today. This surge is largely attributed to the increasing popularity of soccer in North America and favourable time zones, which make it easier for fans to engage with the matches live.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, describes the World Cup as a “market-enhancing event.” He predicts that Ontario will experience a substantial increase in betting activity, thanks to its competitive market featuring over 40 gambling companies. “These companies will be aggressive in expanding their consumer base,” he noted, highlighting the potential for a booming betting environment.
Concerns Over Gambling Addiction
Despite the financial opportunities that come with the World Cup, experts warn of the risks associated with increased gambling. Andrew Kim, an associate professor at Toronto Metropolitan University, expressed concern that the heightened visibility of sports betting could lead to addiction for some Canadians. “For certain individuals, this might mark the beginning of problematic behaviours linked to sports wagering,” Kim cautioned, likening it to alcohol addiction.
Kidd echoed these sentiments, noting a “frightening rise in addiction” coinciding with the growing normalisation of sports betting. The rise of prediction markets like Polymarket and Kalshi has further legitimised this trend, transforming betting into a rapid-fire activity that allows wagers on virtually any aspect of a game.
The Allure of Prop Bets
One of the most concerning developments is the rise of “prop bets” or proposition bets, which enable bettors to wager on specific events occurring during the game. Kidd illustrated this by comparing it to a baseball game, where one could theoretically place bets on each of the 300 pitches thrown. This trend has made sports betting apps feel increasingly akin to casino slot machines, according to Kim.
In the context of soccer, this means fans could place bets on everything from the outcome of a penalty kick to the success of a free kick. Kim warns that the risks associated with these micro-bets are substantially higher, especially when combined with alcohol consumption. “Betting while drinking can be a dangerous mix,” he advised.
Alarming Statistics on Gambling Addiction
The implications of increased sports betting have been troubling. A study published in the Canadian Medical Association Journal in September 2025 revealed that the rate of problem gambling in Canada has soared from 1.3% to 9.9% since the legalisation of betting in 2021. This sixfold increase within five years raises alarm bells about the social consequences of the gambling boom.
Kidd emphasised the urgent need for responsible gambling practices: “Set a limit, establish a financial budget, and treat betting as entertainment.”
Why it Matters
As the 2026 FIFA World Cup approaches, the dual landscape of opportunity and risk in sports betting becomes increasingly pronounced. While the financial prospects for bookmakers and bettors alike are compelling, the potential for addiction and related social issues cannot be overlooked. With the stakes higher than ever, it is crucial for individuals to remain aware of their gambling habits, ensuring that the thrill of the game does not lead to detrimental consequences.