As the 2026 FIFA World Cup approaches, excitement is building not just for the matches but also for a significant uptick in sports betting. Jointly hosted by Canada, the United States, and Mexico, this year’s tournament is poised to break records, with anticipated global betting volumes surpassing a staggering $50 billion. A recent report from Macquarie Investment Bank highlights this trend, forecasting that each match could see average wagers exceeding $500 million.
A Booming Market
The growth of the sports betting landscape in North America has been rapid, particularly in the United States, where legal betting options have expanded dramatically in recent years. Currently, 65 per cent of Americans have access to regulated betting markets, a substantial increase from 40 per cent during the last World Cup in 2022. This shift comes at a time when soccer’s popularity is surging, especially in Canada and the U.S., creating fertile ground for increased wagering activities.
Bruce Kidd, a prominent scholar from the University of Toronto, notes that the World Cup represents a “market-enhancing event” for Canadian sports betting companies. With Ontario being a highly competitive environment featuring over 40 gambling operators, companies are expected to aggressively pursue new customers while retaining their existing base.
“The competitive nature of the market will drive firms to innovate and market their services more effectively,” Kidd remarked.
A Double-Edged Sword
However, the excitement surrounding the World Cup and its accompanying betting frenzy raises concerns regarding the potential for gambling addiction. Andrew Kim, an associate professor of psychology at Toronto Metropolitan University, warns that the influx of sports betting advertisements may lead some individuals down a troubling path.
“For certain individuals, this could mark the beginning of problematic behaviours associated with sports betting,” Kim explained. “Just like any form of gambling, sports betting can become addictive.”
The normalisation of betting has been alarming, according to Kidd, who highlights the troubling rise in addiction rates since Canada legalised sports betting in 2021. The number of Canadians experiencing gambling-related issues has soared from 1.3 per cent to an alarming 9.9 per cent in just five years.
The Rise of Prop Bets
One of the most concerning aspects of the current betting environment is the increasing popularity of proposition bets, or prop bets, which allow gamblers to wager on specific events within a game. This form of betting, which can include anything from the outcome of a penalty kick to the number of corner kicks taken, has transformed betting apps into platforms that can feel akin to casino slot machines.
Kim elaborated on the psychological impact of these betting options, stating, “When individuals engage in micro prop bets while consuming alcohol, the risks associated with betting are significantly heightened.”
The risk of addiction is further exacerbated by the cocktail of drinking and betting, which can lead to impulsive decisions and higher stakes.
A Call for Responsible Betting
As Canadians prepare for the World Cup, experts urge a cautious approach to betting. Setting clear financial limits and treating wagering as a form of entertainment rather than a financial strategy is essential for mitigating the risks associated with gambling.
Kidd emphasises the importance of responsible betting practices, advising individuals to be aware of their limits and to engage in gambling in a manner that does not jeopardise their well-being.
Why it Matters
The implications of the 2026 World Cup extend far beyond the pitch. As sports betting becomes increasingly intertwined with major events, the potential for addiction and its associated risks grows. It is crucial for individuals, policymakers, and the betting industry to foster a culture of responsibility and awareness as millions engage with the thrill of wagering during one of the biggest sporting events in the world. The balance between enjoying the excitement of the game and safeguarding public health will be a defining challenge in the years to come.
