As the excitement builds for the 2026 FIFA World Cup, jointly hosted by Canada, the United States, and Mexico, a new report from Macquarie Investment Bank forecasts a significant rise in sports betting. With over 100 matches scheduled over a six-week period, global betting volumes are projected to surpass a staggering US$50 billion, signalling a pivotal moment for the gambling industry in North America.
A New Era for Sports Betting
The report highlights that the average wager per match could exceed half a billion USD, reflecting the explosive growth of the betting market, particularly in the U.S., over the past four years. Currently, 65 per cent of Americans have access to legal betting platforms, a marked increase from the 40 per cent access seen during the previous World Cup in 2022. This surge is largely attributed to the rising popularity of soccer across Canada and the U.S., which, coupled with favourable time zones and enhanced betting options, sets the stage for unprecedented wagering activity.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, noted that Canadian sports betting companies view the World Cup as a significant opportunity for market growth. “With Ontario being a highly competitive market featuring over 40 gambling operators, we can expect aggressive strategies to not only retain their existing customers but also attract new ones,” Kidd stated.
Risks of Normalisation and Addiction
However, the surge in sports betting brings with it serious concerns. Andrew Kim, an associate professor at Toronto Metropolitan University, cautioned that for many Canadians, this could mark the beginning of a troubling descent into gambling addiction. “The relentless advertising surrounding sports betting can be hard to escape, and for some individuals, this exposure may trigger gambling-related issues. Like alcohol, sports betting can lead to addiction,” he warned.
Kidd echoed these sentiments, noting a “frightening rise in addiction” since the legalisation of betting in Canada in 2021. The percentage of Canadians experiencing gambling problems has risen alarmingly from 1.3 per cent to 9.9 per cent in just five years. This dramatic increase is indicative of the broader societal implications tied to the normalisation of betting behaviours.
The Evolution of Betting
The growth of prediction markets, such as Polymarket and Kalshi, has further legitimised the practice of betting, transforming it into a quick and dynamic activity. This evolution has shifted the landscape from traditional betting methods to instantaneous wagers on various aspects of sports events. “Modern betting apps are designed to captivate users, making it easier than ever to place multiple bets during a game,” Kidd remarked.
In soccer, the rise of proposition bets—wagers on specific events or outcomes within a match—has made betting more akin to playing a slot machine than a traditional wager. Kim explained that the shift towards micro-betting, where individuals may wager on everything from a single penalty shot to the outcome of a free kick, can exacerbate the risks associated with gambling. “The risks escalate significantly when bettors engage in multiple prop bets while consuming alcohol,” he added.
The Broader Implications
The potential consequences of rampant sports betting extend beyond individual addiction, with studies linking it to increased rates of suicide, substance use disorders, and crime. A recent study published in the Canadian Medical Association Journal highlighted these dangers, underscoring the urgent need for awareness and responsible gambling practices.
Kim emphasised the importance of setting limits when engaging in sports betting, suggesting that individuals should treat their wagers as entertainment rather than a source of income. “It’s crucial to establish a financial budget and stick to it,” he advised. “When combined with alcohol consumption, the risks of gambling increase significantly.”
Why it Matters
The forthcoming World Cup represents not only a celebration of sport but also a critical juncture for sports betting in North America. As the lines between sport and gambling continue to blur, it is imperative for stakeholders—ranging from regulators to operators—to prioritise responsible betting practices. The potential for addiction and its associated risks underscore the need for vigilance amidst the excitement of the tournament. As millions prepare to place their bets, understanding the risks involved is essential to ensuring that enjoyment does not come at the cost of personal and societal well-being.
