As the countdown to the 2026 FIFA World Cup begins, excitement is building across Canada, the United States, and Mexico, where the tournament will take place. With over 100 matches scheduled across six weeks, a recent report indicates that global sports betting could surpass a staggering $50 billion. This dramatic rise in wagering is attributed to the increasing popularity of soccer in North America, alongside a burgeoning legal betting market that has expanded significantly since the last World Cup.
A Booming Betting Landscape
According to a report from Macquarie, an investment bank, the average wager per match could exceed half a billion dollars. The landscape of sports betting has transformed markedly in recent years, particularly in the U.S., where approximately 65% of the population now has access to legal betting markets—up from just 40% during the 2022 World Cup. The report highlights that the upcoming tournament is expected to encourage new betting behaviours, aided by favourable time zones and a deeper array of betting options.
“The 2026 World Cup represents a market-enhancing event for Canadian sports betting companies,” noted Bruce Kidd, professor emeritus of sport and public policy at the University of Toronto. He emphasised that Ontario, with its competitive market of over 40 gambling firms, is poised for a significant increase in betting activity. “These companies will be aggressively working to not only maintain their existing consumer base but also attract new clients.”
A Double-Edged Sword
While the anticipated surge in betting presents economic opportunities, it also raises concerns about potential gambling addiction. Andrew Kim, an associate professor of psychology at Toronto Metropolitan University, warned that the pervasive advertising surrounding sports betting could lead individuals down a perilous path. “For some, this could mark the beginning of issues related to sports betting,” he stated, drawing a parallel to alcohol addiction.
Kidd echoed these concerns, describing a troubling increase in gambling-related issues as sports betting becomes more mainstream. The emergence of prediction markets, such as Polymarket and Kalshi, has further legitimised the practice, presenting rapid and varied betting options that can be accessed from almost anywhere.
The Rise of Prop Bets
One of the more alarming trends in the betting landscape is the rise of “prop bets” or proposition bets, which allow individuals to wager on specific events within matches. For instance, bettors may place wagers on everything from the outcome of a single penalty kick to the number of corner kicks in a match. Kidd explained that this type of betting can create an environment akin to a casino, where the apps are designed to entice users to gamble more frequently.
“There’s potential for increased risk when betting on micro events while consuming alcohol,” Kim cautioned. The combination of drinking and gambling can exacerbate the dangers associated with sports betting, making responsible gaming even more critical.
The Growing Concern of Gambling Addiction
A study published in the Canadian Medical Association Journal highlighted the alarming increase in gambling addiction since Canada legalised sports betting in 2021. The proportion of Canadians experiencing problem gambling has escalated from 1.3% to nearly 10% in just five years. This rapid rise underscores the urgent need for awareness and preventive measures as the sports betting culture continues to grow.
“Drinking while betting is a dangerous mix,” Kim reiterated, urging individuals to establish limits and view betting as a form of entertainment rather than a financial strategy.
Why it Matters
The upcoming 2026 FIFA World Cup presents both significant opportunities and substantial risks for bettors in Canada and beyond. As enthusiasm for soccer swells and betting markets flourish, the potential for gambling addiction looms large. It is crucial for sports enthusiasts to engage in responsible gaming practices, ensuring that the excitement of the tournament does not lead to adverse social consequences. As the event approaches, the focus must shift not only to the thrill of the game but also to the broader implications of a rapidly evolving betting landscape.
