The upcoming 2026 FIFA World Cup, co-hosted by Canada, the United States, and Mexico, is poised to unleash a wave of sports betting activity, with projections suggesting global wagers may surpass a staggering US$50 billion. As the tournament kicks off next week, a report by investment bank Macquarie highlights the escalating appetite for legal betting in North America, where the landscape has transformed dramatically since the last World Cup.
An Unprecedented Betting Boom
Over the course of the World Cup, which features more than 100 matches spread across six weeks, the average amount wagered on each game could exceed half a billion USD. This explosive growth in the sports betting sector, particularly in the United States, means that more than 65 per cent of the population now has access to legal betting options, compared to just 40 per cent during the 2022 World Cup. The burgeoning interest in soccer in both Canada and the U.S. is expected to drive new behaviours among bettors, bolstered by the favourable time zones and the depth of betting products available.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, asserts that the World Cup represents a significant opportunity for Canadian sports betting companies. “With Ontario being a highly competitive market with over 40 gambling firms vying for market share, they will undoubtedly be aggressive in retaining and expanding their consumer base,” he stated.
The Dark Side of Betting’s Popularity
While many see the tournament as a chance for economic growth, experts warn of the potential pitfalls associated with the surge in sports betting. Andrew Kim, an associate professor at Toronto Metropolitan University, cautions that the increased visibility of betting advertisements could lead to a rise in problematic gambling behaviours. “For some people, this might be the tipping point where they begin to encounter challenges related to sports betting,” Kim noted, comparing the risks of gambling to those associated with alcohol addiction.
Kidd echoed these concerns, highlighting a troubling trend: the normalisation of sports betting has led to a “frightening rise in addiction.” The emergence of platforms like Polymarket and Kalshi has further legitimised betting practices, shifting the paradigm from traditional betting methods to instantaneous, high-frequency betting opportunities. “This isn’t just about placing a bet at a racetrack; it’s about rapid-fire betting on virtually any aspect of sport,” he explained.
The Allure of Prop Bets
One of the most concerning aspects of this betting boom is the popularity of prop bets, which allow individuals to wager on specific events within a game. For instance, in soccer, bettors can place wagers on everything from the outcome of a single penalty kick to the success of a corner kick. Kim argues that these micro-bets create an environment that feels akin to gambling on slot machines, increasing the risk of addiction.
“If you’re just betting on the winner of a match, the dangers are relatively manageable. However, the risks escalate dramatically when you’re engaging in numerous prop bets while consuming alcohol,” he warned. This combination can lead to impulsive decisions and heightened financial risk.
Rising Addiction Rates
The rise of sports betting has not come without consequences. A study published in the Canadian Medical Association Journal in September 2025 found a stark increase in the rates of gambling addiction among Canadians. Following the legalisation of betting in Canada in 2021, the percentage of Canadians experiencing gambling problems soared from 1.3 per cent to an alarming 9.9 per cent—a near sevenfold increase in just five years.
Kim emphasises the dangers of combining alcohol with betting, urging individuals to set strict limits on their gambling activities. “Drinking and betting at the same time creates a precarious mix,” he stated. “Establish a financial budget for your bets and treat it as a form of entertainment, not a way to make money.”
Why it Matters
The 2026 FIFA World Cup stands at the crossroads of sports and gambling, promising to reshape not just the landscape of betting but also the lives of many Canadians. As betting becomes increasingly integrated into the viewing experience, the potential for addiction looms large. Addressing the balance between enjoying the thrill of the game and managing the risks associated with gambling will be crucial in the months ahead. As we prepare for this global spectacle, it is essential for both individuals and regulatory bodies to prioritise responsible betting practices to safeguard against the darker side of this rapidly evolving industry.
