As the countdown to the 2026 FIFA World Cup begins, excitement is palpable across Canada, the United States, and Mexico, who will jointly host this monumental event. However, alongside the thrill of the tournament comes a cautionary note regarding a significant increase in sports betting, which is projected to reach unprecedented levels during this global sporting spectacle. A recent report by Macquarie, an investment bank, forecasts that the total amount wagered worldwide could surpass a staggering US$50 billion, with average bets for each match potentially exceeding USD 500 million.
Surge in Sports Betting Activity
With over 100 matches scheduled over the course of six weeks, the World Cup is set to be a bonanza for sportsbooks. The rise of legal sports betting in the U.S. has led to a remarkable expansion of the market, with 65 per cent of Americans now having access to legal betting options, up from 40 per cent during the last World Cup in 2022. The growing popularity of soccer in North America, combined with favourable time zones and an enriched betting product offering, is expected to create fresh betting behaviours among fans.
Bruce Kidd, a professor emeritus at the University of Toronto and an expert in sports policy, described the World Cup as a “market-enhancing event” for Canadian sports betting companies. In Ontario, where over 40 gambling operators are vying for market share, Kidd anticipates a significant uptick in wagers, as these companies will aggressively pursue new customers while retaining their existing base.
The Shadow of Addiction
Despite the excitement surrounding the World Cup, experts are voicing concerns about the potential for addiction linked to the surge in betting activity. Andrew Kim, an associate professor at Toronto Metropolitan University, highlighted the risk that the pervasive advertising surrounding sports betting could lead many Canadians down a precarious path. “For some people, this might be the start where they might begin to experience issues related to sports betting,” he warned, drawing parallels to alcohol addiction.
Kidd noted that the “normalisation” of sports betting has resulted in a troubling rise in addiction rates. The introduction of prediction markets, such as Polymarket and Kalshi, has further legitimised the betting culture, making it easier for individuals to engage in rapid, impulse-driven betting across various aspects of games.
The Rise of Prop Bets
A particularly alarming trend is the growing popularity of “prop bets,” which allow punters to wager on specific occurrences within a game, such as the outcome of individual penalty shots or free kicks. Kidd described these prop bets as akin to slot machines, designed to entice and potentially addict bettors. “In a baseball game, you could theoretically place hundreds of bets on every pitch,” he explained.
The psychological design of betting apps is engineered to capture users’ attention, making it easy to lose track of spending. Kim emphasised that while traditional bets on match outcomes may carry lower risks, the proliferation of micro-betting during live games, especially when combined with alcohol consumption, poses significantly greater dangers.
An Alarming Increase in Gambling Addiction
Recent findings published in the Canadian Medical Association Journal underscore the urgent need for awareness regarding gambling addiction. Since the legalization of betting in Canada in 2021, the prevalence of problem gambling has surged alarmingly—from 1.3 per cent to 9.9 per cent within just five years. This six-fold increase raises serious concerns about the impact of sports betting on society.
Both Kim and Kidd encourage bettors to approach gambling with caution. “Set a limit, establish a financial budget, and view betting as a form of entertainment rather than a means to make money,” Kim advised, underscoring the importance of responsible gambling practices.
Why it Matters
As the 2026 FIFA World Cup approaches, the dual narratives of excitement and caution surrounding sports betting cannot be overlooked. While the event promises to captivate millions and elevate the profile of soccer in North America, it also brings with it a significant risk of addiction and associated societal harms. With the gambling landscape evolving rapidly, it is crucial for individuals and policymakers alike to foster a culture of responsible betting, ensuring that the joy of the World Cup does not come at the cost of public health.
