As the 2026 FIFA World Cup approaches, excitement is building across Canada, the United States, and Mexico, where the tournament will be co-hosted. However, a new report by investment bank Macquarie reveals that this enthusiasm comes with a significant surge in sports betting, projected to exceed US$50 billion globally. With over 100 matches scheduled over six weeks, the average wager per game could reach staggering heights, signalling a transformative shift in the landscape of sports gambling.
A Booming Betting Market
The report highlights the remarkable growth of the sports betting scene in recent years, particularly in the U.S., where the percentage of the population with access to legal betting markets has jumped from 40 per cent during the 2022 World Cup to 65 per cent today. This increase is primarily attributed to the expanding legalisation of sports betting across North America, coinciding with the rising popularity of soccer in both Canada and the U.S.
Bruce Kidd, a professor emeritus at the University of Toronto, describes the World Cup as a pivotal event for Canadian sports betting operators. “This is a market-enhancing event,” he stated, emphasising that the competitive landscape in Ontario—home to over 40 gambling companies—will lead to aggressive marketing and promotional strategies aimed at expanding their consumer base.
The Dark Side of Sports Betting
Yet, as the allure of wagering grows, so do concerns regarding its potential negative impacts. Andrew Kim, an associate professor of psychology at Toronto Metropolitan University, warns that increased advertising surrounding sports betting could lead some individuals down a precarious path. “For certain people, this might be the start of experiencing problems related to sports gambling,” he noted, equating the addiction potential of sports betting to that of alcohol.
Kidd pointed out a troubling trend: the “normalisation” of sports betting has contributed to a significant rise in addiction rates. Since the legalisation of betting in Canada in 2021, the percentage of Canadians experiencing gambling-related issues has skyrocketed from 1.3 per cent to 9.9 per cent. This alarming statistic underscores the urgent need for awareness and responsible gambling practices.
The Rise of Prop Bets
A significant factor in the escalating betting frenzy is the popularity of proposition bets, or “prop bets,” which allow bettors to wager on specific events within a game. In soccer, this could range from the outcome of a penalty kick to the number of corner kicks awarded. Kidd describes these betting options as psychologically engineered to captivate participants, making them akin to slot machines rather than traditional sports betting. “If you’re going to bet on these micro prop bets while watching the game and drinking, that’s going to be higher risk,” Kim added, highlighting the dangers of combining alcohol with gambling.
Addressing the Risks
The potential for increased social harms linked to sports betting is cause for concern. A study published in the Canadian Medical Association Journal in September 2025 documented a worrying association between sports betting and a heightened risk of addiction, suicide, and substance abuse. As Canadians prepare for the World Cup, experts urge individuals to approach betting with caution.
Kim recommends setting clear financial limits and treating sports betting as a form of entertainment rather than a means to profit. “Set a limit, set a financial budget in terms of how much you can realistically afford to spend,” he advised, emphasising the importance of responsible gambling habits.
Why it Matters
The upcoming World Cup presents both an opportunity and a challenge for Canada, the U.S., and Mexico. While the excitement surrounding the tournament is palpable, the potential for a surge in sports betting raises critical questions about addiction and responsible gambling. As Canadians engage with this new betting landscape, the balance between enjoyment and risk will be crucial. Addressing these issues now could pave the way for a healthier approach to sports betting in the future, ensuring that the thrill of the game does not come at a personal cost.
