With just a week to go before the 2026 FIFA World Cup kicks off, Canada, the United States, and Mexico are set to host one of the largest sporting events in history. As excitement builds, a new report suggests that the global sports betting market is poised for a significant increase, with total wagers expected to surpass a staggering $50 billion. This anticipated boom reflects the growing popularity of soccer across North America and highlights potential concerns surrounding gambling addiction.
Record Betting Volumes Forecasted
According to a recent report by investment bank Macquarie, the upcoming World Cup is expected to generate betting volumes that could exceed $50 billion over the course of the tournament’s six-week duration. Each match is projected to attract average wagers of over $500 million, illustrating the immense scale of interest in this quadrennial event.
The report emphasizes how the accessibility of legal sports betting has surged in recent years, especially in the U.S., where approximately 65% of the population now has the opportunity to engage in legal wagering—up from just 40% during the previous World Cup in 2022.
A New Era for Betting in Canada
As Canada’s soccer scene continues to flourish, experts believe that the World Cup will serve as a significant catalyst for the sports betting industry. Bruce Kidd, professor emeritus of sport and public policy at the University of Toronto, describes the event as “a market-enhancing opportunity.” He notes that Ontario, in particular, is likely to see a substantial increase in betting activity due to its highly competitive environment, characterised by over 40 gambling companies vying for market share.
“Companies will undoubtedly implement aggressive strategies to not only retain their existing customer base but also to attract new bettors,” Kidd stated. This competitive landscape could lead to heightened advertising efforts, making sports betting increasingly difficult for the public to ignore.
The Risks of Normalisation
However, as the advertising for sports betting becomes more pervasive, concerns arise about the potential for addiction. Andrew Kim, an associate professor at Toronto Metropolitan University, warns that this could mark the beginning of a troubling trend for many Canadians, akin to the effects of alcohol addiction. He remarks, “For some individuals, this could initiate a series of issues related to sports betting, which has parallels with addictive behaviours.”
The report highlights a concerning rise in gambling addiction, with Kidd noting the “frightening increase” since Canada legalised sports betting in 2021. Research published in the Canadian Medical Association Journal revealed that the prevalence of problem gambling has escalated from 1.3% to 9.9% over five years, indicating a six-fold increase in addiction rates.
The Psychology of Betting
Kidd draws attention to the emergence of “prop bets” which allow punters to place wagers on specific events within a game, such as the outcome of individual plays. This development has transformed betting apps into platforms that resemble casino slot machines, often designed to engage users continuously.
In soccer, the capacity to bet on numerous micro-events—ranging from the outcome of a penalty kick to various player actions—can lead to higher risk behaviours. “Betting on micro-prop bets while consuming alcohol can amplify these risks significantly,” Kim cautions.
The Broader Societal Impact
The societal implications of increased sports betting cannot be overlooked. Studies have linked gambling to higher rates of suicide, substance use disorders, and crime. Given the current landscape, experts urge bettors to exercise caution. Kim advises setting strict financial limits and treating betting as a form of entertainment rather than a reliable source of income.
Why it Matters
The upcoming FIFA World Cup represents not just a celebration of sport but also a pivotal moment for the North American sports betting landscape. The anticipated surge in betting could have far-reaching consequences, particularly in terms of gambling addiction. As the event unfolds, it will be crucial for regulators, public health advocates, and the betting industry to address these risks and promote responsible gambling practices. The intersection of sport and betting must be navigated carefully to ensure a positive experience for fans and participants alike.
