As the 2026 FIFA World Cup draws near, excitement is palpable across Canada, the United States, and Mexico, who are jointly hosting the tournament. However, alongside the thrill of the matches, there is a cautionary note regarding the expected surge in sports betting activities. A new report from investment bank Macquarie predicts that global betting volumes could surpass a staggering US$50 billion during the six-week event, with average wagers for each match potentially exceeding half a billion dollars.
A Booming Betting Market
The rapid growth of the sports betting landscape in North America has been significant over the past four years. Currently, around 65 per cent of the U.S. population has access to legal betting markets, a marked increase from just 40 per cent during the last World Cup in 2022. This expansion coincides with the increasing popularity of soccer in both Canada and the U.S., which the report suggests could lead to new betting behaviours and greater wagering activity.
“North America is poised to introduce favourable time zones and a more diverse range of betting options,” the report highlights. Canadian sports betting firms are viewing this World Cup as a pivotal opportunity to enhance their market presence. Bruce Kidd, a professor emeritus at the University of Toronto, emphasised that Ontario, with its competitive landscape of over 40 gambling companies, is set to see a substantial rise in betting activity. “These companies will aggressively pursue new customers while solidifying their existing client base,” he stated.
The Risks of Increased Gambling
While the financial prospects are enticing for the betting industry, experts are warning that the proliferation of sports betting could lead to serious social consequences. Andrew Kim, an associate professor at Toronto Metropolitan University, cautions that the visibility of advertising and easy access to betting platforms may lead some Canadians down a perilous path. “For certain individuals, this could be the beginning of problematic gambling behaviours. Sports betting can become as addictive as alcohol,” he remarked.
Kidd echoed these concerns, noting a troubling rise in gambling addiction correlated to the normalisation of betting activities. The emergence of online prediction markets, such as Polymarket and Kalshi, has further legitimised betting as a mainstream activity. “This isn’t traditional betting at a physical location; it’s an instantaneous opportunity to wager on virtually every aspect of a sporting event,” he explained.
The Allure of Proposition Bets
A significant factor contributing to the addictive nature of sports betting is the rise of proposition bets, or ‘prop bets’. These allow bettors to wager on specific occurrences within a game, such as the outcome of individual plays. “In a baseball game, for instance, you could bet on every single pitch, leading to potentially hundreds of wagers in one sitting,” Kidd noted. This shift has made betting platforms feel akin to casino slot machines, heightening the risk of addiction.
Kim elaborated on the dangers associated with “micro prop bets” in soccer, where participants might bet on everything from the result of a penalty kick to the outcome of a corner. “The risks escalate significantly when people engage in multiple bets while enjoying drinks during the game,” he cautioned.
The Growing Concern of Gambling Addiction
The ramifications of increased sports betting are not merely financial; they extend to mental health and social issues as well. A study published in the Canadian Medical Association Journal revealed alarming statistics regarding gambling addiction in Canada. Since the legalization of betting in the country in 2021, the rate of individuals experiencing gambling-related problems has surged from 1.3 per cent to nearly 10 per cent—a staggering increase of over six times in just five years.
Kidd highlighted the dire implications of this trend, particularly when combined with alcohol consumption. “The combination of drinking and betting creates a hazardous environment that can lead to severe consequences,” he warned. He advised that individuals set strict limits on their betting activities and view it as a form of entertainment rather than a means to make money.
Why it Matters
The upcoming FIFA World Cup presents a unique intersection of opportunity and risk. While it promises to captivate millions and generate substantial revenue, the potential for an increase in problem gambling cannot be overlooked. As sports betting becomes more accessible and entrenched in popular culture, it is crucial for both individuals and regulators to remain vigilant. Striking a balance between enjoying the excitement of the tournament and safeguarding against the dangers of addiction will be critical in the months ahead.
