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As the excitement builds for the 2026 FIFA World Cup, co-hosted by Canada, the United States, and Mexico, experts predict a monumental surge in sports betting activity. A recent report from investment bank Macquarie reveals that worldwide betting volumes could exceed a staggering US$50 billion over the course of the tournament, which features more than 100 matches spanning six weeks. This burgeoning market raises both enthusiasm and alarm, as the rise in legal betting options coincides with growing concerns about addiction.
Surge in Betting Enthusiasm
The upcoming World Cup marks a pivotal moment for the sports betting landscape, particularly in North America. The report highlights that average wagers per match could surpass US$500 million, driven by the increasing accessibility of legal gambling options. As of now, approximately 65% of the U.S. population has access to regulated betting markets, a significant increase from 40% during the last World Cup in 2022.
The growing popularity of football in Canada and the U.S. further fuels this trend. According to Macquarie, the event has the potential to alter betting behaviours dramatically, especially given North America’s favourable time zones and the depth of betting products available. Sports betting companies in Canada view the World Cup as a prime opportunity to expand their market share. Bruce Kidd, a professor emeritus at the University of Toronto, noted, “With Ontario being a highly competitive market with more than 40 gambling companies, they will be aggressive in not only retaining their consumer base but also in attracting new customers.”
A Double-Edged Sword
However, the excitement surrounding the World Cup also brings with it significant risks. Andrew Kim, an associate professor at Toronto Metropolitan University, cautions that the pervasive advertising associated with sports betting could lead many Canadians down a precarious path. “For some people, this might be the start where they begin experiencing problems related to sports betting,” he stated, likening the potential for addiction to that of alcohol.
Kidd echoed these concerns, highlighting a “frightening rise in addiction” as sports betting becomes increasingly normalised. The advent of prediction markets like Polymarket and Kalshi has further legitimised this trend. “It’s not just about betting through a bookie or at a racetrack anymore; it’s a rapid-fire opportunity to wager on any aspect of sport,” he explained.
Prop Bets and Their Implications
An alarming aspect of this betting boom is the popularity of prop bets, which allow users to wager on specific events within a game. For example, in a baseball match, bets can be placed on every pitch, making it possible to engage in hundreds of individual wagers. In the realm of soccer, this could mean betting on everything from a penalty kick’s outcome to the result of a corner.
Kim pointed out that the design of betting apps often encourages addictive behaviour. “While betting on the overall outcome of a match may pose lower risks, micro prop bets during a game can create a high-risk environment, especially when combined with alcohol consumption,” he said. This sentiment echoes growing concerns about the psychological impact of sports betting, particularly when it becomes intertwined with social activities such as drinking.
The Growing Concern of Addiction
A recent study published in the Canadian Medical Association Journal highlighted the alarming rise in gambling addiction since Canada legalised sports betting in 2021. The percentage of Canadians experiencing gambling-related problems has soared from 1.3% to 9.9% in just five years. Kidd remarked on the troubling statistics, noting that the risks of addiction are exacerbated when individuals engage in betting while consuming alcohol.
“Drinking and betting on sports is a hazardous combination,” Kim warned. He urged bettors to establish clear limits and budgets, treating gambling as entertainment rather than a financial strategy.
Why it Matters
The 2026 FIFA World Cup presents an unparalleled opportunity for the sports betting industry, set against a backdrop of escalating concerns regarding gambling addiction. As more Canadians embrace the thrill of wagering on football, it is crucial to consider the potential social ramifications. The convergence of widespread advertising, the popularity of prop bets, and the allure of online platforms could lead to an increase in addiction cases, necessitating a collective effort to promote responsible gambling practices. Balancing enthusiasm for the tournament with caution is essential, not only for the integrity of the sport but also for the wellbeing of bettors across North America.
