As anticipation builds for the upcoming 2026 FIFA World Cup, co-hosted by Canada, the United States, and Mexico, a new report suggests that the sports betting landscape is set for a significant transformation. Expected to kick off next week, the tournament will feature over 100 matches across six weeks, bringing with it a staggering forecast of global betting volumes exceeding US$50 billion, according to an analysis by Macquarie, an investment bank.
Record Betting Volumes Projected
The report highlights that the average wager per match could surpass half a billion USD, reflecting a booming sports betting market—especially in the United States. As of now, approximately 65 per cent of the U.S. population has access to legal betting platforms, a sharp increase from just 40 per cent during the 2022 World Cup. This surge can be attributed to the growing popularity of soccer in North America, bolstered by favourable time zones and a diverse array of betting options.
Bruce Kidd, a professor emeritus at the University of Toronto, describes the World Cup as a “market-enhancing event” for Canadian sports betting companies. Ontario, in particular, is poised for a substantial increase in wagers, with more than 40 gambling firms fiercely competing to attract bettors. “These companies will aggressively pursue both existing and new customers,” Kidd noted.
The Dark Side of Betting
However, as the excitement around sports betting escalates, concerns about addiction are rising. Andrew Kim, an associate professor at Toronto Metropolitan University, warns that the omnipresent advertising could lead some individuals down a perilous path. “For certain people, this could mark the beginning of a troubling relationship with sports betting. Gambling can become an addiction, similar to alcohol,” he cautioned.
Kidd echoed these sentiments, pointing to a worrying increase in gambling addiction since the legalisation of betting in Canada in 2021. The prevalence of problem gambling has skyrocketed from 1.3 per cent to 9.9 per cent in just five years. The “normalisation” of sports betting, coupled with the emergence of betting platforms that allow for rapid, micro-wagering, has created an environment that can easily lead to compulsive behaviour.
The Rise of Proposition Bets
Prop bets, or proposition bets, have emerged as a particularly concerning trend, allowing bettors to wager on specific events within a game. “In soccer, for example, one could place multiple bets on individual penalty kicks or free kicks,” Kidd explained. This kind of betting transforms sports apps into platforms that resemble casino slot machines, making it easier for users to gamble excessively.
Kim pointed out that engaging in these micro-wagers while drinking can escalate risk factors significantly. “Betting on individual aspects of a game while consuming alcohol creates a dangerous mix,” he added. As the World Cup approaches, it is crucial for bettors to approach wagering with caution, setting limits on spending and treating it as a form of entertainment rather than a financial strategy.
Why it Matters
As Canada, the U.S., and Mexico prepare for what could be one of the most significant sporting events in recent memory, the implications of the accompanying surge in sports betting are profound. With addiction rates rising and the risks associated with gambling becoming more pronounced, it is essential for both regulators and individuals to navigate this new landscape carefully. The 2026 World Cup presents an opportunity for growth in the sports betting industry, but it must be balanced with awareness and responsibility to mitigate the potential social harms that often accompany such rapid expansion.
