As the highly anticipated 2026 FIFA World Cup draws near, with matches set to commence next week across Canada, the United States, and Mexico, experts are predicting a dramatic increase in sports betting activity. A recent report from investment bank Macquarie indicates that global betting volumes could soar past US$50 billion during this extensive six-week event, reflecting the growing popularity of soccer across North America.
Betting Volumes Reach New Heights
According to Macquarie’s findings, average wagers for each match could exceed half a billion USD, signalling a significant shift in the betting landscape compared to previous tournaments. In just four years, access to legal sports betting has expanded substantially, with 65 per cent of the U.S. population now able to place bets legally, a marked increase from 40 per cent during the 2022 World Cup. This surge in accessibility, combined with the World Cup’s timing in favourable time zones, is expected to catalyse new betting behaviours.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, emphasised the potential market impact of the World Cup. He noted that Ontario alone is likely to witness a substantial increase in betting activity, driven by a competitive market comprising over 40 gambling firms vying for consumer attention. “They will be very aggressive in trying to not only consolidate their existing user base but also attract new clients,” Kidd remarked.
The Risk of Addiction
However, the escalating prominence of sports betting carries considerable risks, particularly for Canadians, as the influx of advertising becomes ubiquitous. Andrew Kim, an associate professor in the psychology department at Toronto Metropolitan University, cautioned that this heightened exposure might lead to problematic behaviours for some individuals. “For certain people, this could mark the beginning of issues related to sports betting. Much like alcohol, gambling can become an addiction,” he warned.
The report also highlights a concerning trend: the “normalisation” of sports betting has coincided with a significant rise in addiction cases. Kidd pointed to the emergence of prediction markets, such as Polymarket and Kalshi, which have lent an air of legitimacy to betting practices. “This is a rapid opportunity to bet on almost any aspect of sport, far removed from the traditional bookie or racetrack experience,” he explained.
The Allure of Prop Bets
One notable aspect of the current betting landscape is the rising popularity of “prop bets,” which allow gamblers to wager on specific game events, such as the outcome of a penalty kick or the number of pitches thrown in a baseball game. This trend has transformed sports betting apps into platforms reminiscent of casino slot machines, according to Kim. “While betting on match outcomes carries lower risks, engaging in multiple micro prop bets during a game, especially while consuming alcohol, significantly heightens those risks,” he cautioned.
The association between sports betting and increased risks of mental health issues, substance use disorders, and crime has been highlighted in a study published in the Canadian Medical Association Journal in September 2025. The findings are alarming: since the legalisation of betting in Canada in 2021, the percentage of Canadians experiencing gambling-related problems has surged from 1.3 per cent to 9.9 per cent—a staggering sixfold increase in just five years.
Navigating the Risks
As the World Cup approaches, experts are urging bettors to exercise caution. Kim advised individuals to set strict limits on their spending and approach betting as a form of entertainment rather than a means to make money. “Drinking while betting is a dangerous combination. It’s essential to establish a financial budget and stick to it,” he stated.
Why it Matters
The upcoming World Cup presents a double-edged sword for Canadian sports enthusiasts. While it offers an opportunity to engage with the global phenomenon of soccer, it also raises significant concerns regarding the potential for gambling addiction. With the stakes higher than ever, both bettors and regulatory bodies must navigate this evolving landscape with care, ensuring that the excitement of the tournament does not overshadow the risks associated with betting.
