As the 2026 FIFA World Cup approaches, co-hosted by Canada, the United States, and Mexico, experts are predicting a substantial increase in sports betting activity. A recent report from Macquarie, an investment bank, forecasts that global betting volumes could surpass US$50 billion during the tournament, which features over 100 matches spread across six weeks. This uptick in betting is expected to coincide with a growing interest in soccer within North America and is likely to influence gambling behaviours significantly.
Explosive Growth in Sports Betting
The sports betting landscape has evolved dramatically over the past four years, particularly in the U.S., where the legal betting market has expanded rapidly. According to the Macquarie report, 65 per cent of Americans now have access to legal betting options, a notable increase from 40 per cent during the previous World Cup in 2022. This World Cup is poised to attract even more bettors, benefiting from favourable time zones and the deepening engagement with soccer in both Canada and the U.S.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, has described the upcoming World Cup as a “market-enhancing event” for Canadian betting companies. With over 40 gambling firms vying for market share in Ontario alone, competition is expected to heat up, leading to aggressive marketing strategies aimed at both retaining existing customers and attracting new ones.
Rising Concerns Over Gambling Addiction
While the anticipated surge in sports betting may be lucrative for companies, it raises significant concerns regarding potential gambling addiction. Andrew Kim, an associate professor at Toronto Metropolitan University, warns that the increased visibility of sports betting advertising may lead some individuals down a dangerous path. He likens the risks associated with gambling to those of alcohol addiction, highlighting the need for caution as more people engage with betting platforms.
“There is a risk that for some, this could mark the beginning of problematic gambling behaviours,” Kim noted. The “normalisation” of sports betting, alongside the rise of prediction markets, has made betting more accessible and, in some cases, more dangerous. The ease of placing bets on multiple events during a single match can create an environment ripe for addiction.
The Psychology of Betting
The advent of “prop bets” or proposition bets—wagers placed on specific events within a game—has further transformed the landscape. These bets can range from the outcome of a single penalty to various game events, making betting feel akin to playing slot machines. Kidd points out the psychological design of betting apps, which are engineered to attract and retain bettors, often leading to compulsive behaviour.
“You could theoretically place a bet on every pitch in a baseball game, making the experience overwhelmingly immersive,” Kidd explained. This high level of engagement, particularly when combined with alcohol consumption, can amplify the risks associated with betting.
The Social Implications of Increased Betting
The implications of rising sports betting are profound, with studies indicating links between gambling and increased rates of suicide, substance use disorders, and crime. A study published in the Canadian Medical Association Journal highlighted a worrying increase in problem gambling since Canada legalised betting in 2021, with the prevalence of gambling addiction jumping from 1.3 per cent to 9.9 per cent in just five years.
Kim emphasises the importance of responsible betting practices, advising individuals to set limits and treat gambling as a form of entertainment rather than a source of income. “A financial budget is crucial,” he said. “Betting while drinking can be particularly hazardous, leading to poor decision-making.”
Why it Matters
As the world gears up for a historically significant FIFA World Cup, the anticipated wave of sports betting presents both exciting opportunities and alarming risks. The potential for widespread gambling addiction poses a challenge for regulatory bodies and society. As betting becomes more embedded in the sports culture of North America, prioritising responsible gambling practices will be essential to mitigate the adverse effects on individuals and communities alike.
