As the countdown to the 2026 FIFA World Cup begins, with Canada, the United States, and Mexico as co-hosts, a recent report has raised alarms about the dramatic increase in sports betting expected during this monumental event. The investment bank Macquarie forecasts that global betting volumes could soar beyond $50 billion over the tournament’s six-week span, with average bets per game potentially exceeding $500 million. This surge is reflective of the rapidly evolving landscape of sports betting in North America, particularly as soccer gains popularity across the continent.
The Rising Tide of Sports Betting
The expansion of legal sports betting has transformed the gambling scene, especially in the U.S., where access has risen from 40 per cent of the population during the last World Cup in 2022 to an impressive 65 per cent today. This increased accessibility, coupled with the excitement surrounding the World Cup, presents a unique opportunity for sports betting companies.
Bruce Kidd, a professor emeritus at the University of Toronto and an expert in sports and public policy, suggests that the World Cup is poised to be a significant catalyst for growth within the betting market. “Ontario, in particular, is likely to experience a substantial increase in wagering as over 40 gambling companies compete fiercely for market share,” he noted. This competitive environment will likely see operators intensifying their marketing efforts to attract and retain customers.
The Risks of Increased Betting Engagement
While the prospect of increased betting is enticing for companies, experts warn of the potential dangers that come with it. Andrew Kim, an associate professor of psychology at Toronto Metropolitan University, cautions that for many Canadians, the influx of sports betting advertisements could mark the beginning of problematic gambling behaviours. “The normalization of sports betting, particularly during high-profile events like the World Cup, can lead to addiction issues similar to those associated with alcohol,” he stated.
Kidd echoed these concerns, highlighting a troubling rise in gambling addiction since Canada legalised sports betting in 2021. According to recent data, the prevalence of problem gambling has skyrocketed from 1.3 per cent to 9.9 per cent over the past five years. “This alarming increase underscores the need for awareness and responsible betting practices,” he emphasized.
A New Era of Betting Behaviour
The emergence of various betting options, including “prop bets,” has transformed the betting experience. These bets allow gamblers to wager on specific events during a game, such as the outcome of a single penalty kick or a free kick. This level of granularity can make betting feel akin to playing a slot machine, as users are tempted to make multiple micro-bets throughout the match.
Kim points out that while traditional bets on game outcomes may carry relatively lower risks, the addictive nature of prop betting poses a greater danger, especially when combined with alcohol consumption. “Betting in this manner can lead to higher stakes and increased emotional investment, creating a perfect storm for potential addiction,” he warned.
Addressing the Challenge of Addiction
The implications of this rapid rise in sports betting are far-reaching. A study published in the Canadian Medical Association Journal in September 2025 highlighted a disturbing correlation between sports betting and increased risks of suicide, substance use disorders, and criminal behaviour. As the landscape of sports gambling evolves, so too must the strategies to mitigate its negative impacts.
Kidd advocates for the implementation of robust measures to educate bettors on responsible gambling. “Setting financial limits and treating betting as a form of entertainment rather than a means to make money is crucial,” he advised. As Canada navigates this new era of sports betting, the emphasis on responsible practices will be essential to safeguard the well-being of its citizens.
Why it Matters
The 2026 FIFA World Cup represents not only a celebration of sport but also a pivotal moment for the burgeoning sports betting industry in North America. As participation in legal betting continues to grow, so does the responsibility to address its associated risks. The potential for addiction is a serious issue that requires concerted efforts from governments, educational institutions, and betting companies alike. As the excitement builds for the tournament, the challenge will be to ensure that the thrill of the game does not come at the expense of public health and safety.
