As the 2026 FIFA World Cup approaches, with matches commencing next week across North America, a recent report indicates that sports betting is poised for unprecedented growth. Jointly hosted by Canada, the United States, and Mexico, the tournament is expected to generate over US$50 billion in betting activity globally, a substantial leap from past events, according to a new analysis from Macquarie Investment Bank.
A Betting Bonanza
With a staggering 100 matches scheduled over six weeks, the average wager per game could surpass half a billion dollars. The report highlights the rapid expansion of the sports betting market, particularly in the U.S., where access to legal betting has surged to 65 per cent of the population, compared to just 40 per cent during the 2022 World Cup. This growing accessibility coincides with the rising popularity of soccer in North America and suggests that the tournament could reshape betting behaviours significantly.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, describes the World Cup as a “market-enhancing event” for Canadian sports betting companies. He notes that Ontario is likely to see a marked increase in wagers as more than 40 gambling firms compete aggressively for market share. “They will be relentless in their efforts to attract and retain customers,” Kidd asserts.
The Dark Side of Betting
However, with excitement comes concern. Andrew Kim, an associate professor in psychology at Toronto Metropolitan University, warns that the increased visibility and normalisation of sports betting could lead to potential addiction issues for many Canadians. He likens the risk of sports betting addiction to that of alcohol dependency, emphasising that the influx of advertisements will make it hard for individuals to resist temptation.
Kidd echoes these sentiments, noting a troubling rise in gambling addiction coinciding with the growing legitimacy of sports betting. The emergence of prediction markets, such as Polymarket and Kalshi, has further contributed to the mainstream acceptance of gambling on sports. “This isn’t like visiting a bookie; it’s an instantaneous, high-speed opportunity to wager on virtually any aspect of a sporting event,” he explains.
The Rise of Prop Bets
One significant trend in modern sports betting is the growing popularity of “prop bets”—wagers on specific events within a game. For instance, in a baseball match where hundreds of pitches are thrown, bettors could theoretically place a wager on every single pitch. In soccer, this could extend to bets on individual penalty shots or free kicks. Kim points out that this trend makes betting apps increasingly resemble casino slot machines, designed to captivate and potentially addict users.
He warns that betting on micro-events, particularly while consuming alcohol, can heighten the risks associated with gambling. “If you’re not just betting on the overall outcome but on multiple events throughout the game, the stakes become far greater,” Kim states.
Growing Concerns and Statistics
The implications of this betting surge are serious. A study published in the Canadian Medical Association Journal in September 2025 revealed that the prevalence of gambling addiction in Canada has risen alarmingly since the legalisation of betting in 2021. The percentage of Canadians experiencing gambling-related problems has skyrocketed from 1.3 per cent to 9.9 per cent—an astonishing sixfold increase in just five years.
Kim emphasises the dangers of combining alcohol consumption with gambling, suggesting that this combination could lead to particularly harmful outcomes. He advises bettors to set strict limits on their spending and to view betting as a form of entertainment rather than a reliable source of income.
Why it Matters
The 2026 FIFA World Cup represents a pivotal moment not just for soccer enthusiasts but also for the burgeoning sports betting industry in North America. As legal betting gains momentum, it brings both opportunities and significant risks. As Canadians embrace this new landscape, it is crucial to remain vigilant about the potential for addiction and its associated harms. The excitement around the World Cup could serve as a catalyst for positive engagement with sports, but it is equally important to ensure that responsible gambling practices are at the forefront of this new era.
