As the much-anticipated 2026 FIFA World Cup approaches, excitement is building among football fans in Canada, the United States, and Mexico, who will jointly host the event. However, with this enthusiasm comes a stark warning regarding a potential surge in sports betting, as outlined in a recent report by Macquarie Investment Bank. The study indicates that total global betting during the tournament could surpass an astonishing US$50 billion, with average wagers exceeding half a billion per match.
A Growing Market
The landscape of sports betting has transformed dramatically in recent years, particularly in the United States. The report highlights that 65 per cent of the American population now has access to legal betting markets, a significant increase from 40 per cent during the 2022 World Cup. This growth is attributed to a broader legalisation of sports betting, which has coincided with a rise in the popularity of soccer across North America. The report asserts that the tournament’s timing, coupled with the favourable local time zones, is likely to foster new behaviours in betting patterns.
Bruce Kidd, a professor emeritus at the University of Toronto, notes that Canadian sports betting firms view the World Cup as an essential opportunity for growth. “With Ontario being a highly competitive market, with over 40 gambling companies vying for market share, we can expect aggressive strategies aimed at expanding their consumer bases,” Kidd explains.
The Risks of Increased Betting
While the prospect of increased betting may seem economically beneficial, experts warn of the potential dangers it brings, particularly in Canada. According to Andrew Kim, an associate professor at Toronto Metropolitan University, the pervasive advertising surrounding sports betting can lead to problematic behaviours for some individuals. Kim cautions, “For certain people, this could mark the beginning of their struggles with sports betting. Gambling, much like alcohol, can lead to addiction.”
Kidd echoes these concerns, highlighting a disturbing trend towards normalising sports betting, which has been further legitimised by the rise of prediction markets like Polymarket and Kalshi. He emphasises that modern betting practices differ significantly from traditional methods, allowing for instantaneous wagers on a variety of events, from match outcomes to individual player performances.
The Allure of Prop Bets
One of the most compelling aspects of modern sports betting is the rise of “prop bets” or proposition bets. These allow bettors to wager on specific occurrences within a game, such as every pitch in a baseball match or the outcome of a single penalty shot in soccer. Kim warns that the design of betting applications is often engineered to keep users engaged, which can foster addictive behaviours. “The betting apps are psychologically designed to capture bettors—making them more susceptible to addiction,” he notes.
The psychological implications of such betting strategies are profound. Kim argues that betting on micro-events during a game, especially when combined with alcohol consumption, raises the stakes significantly. “The risks increase dramatically when you’re making multiple bets while watching the game, particularly if you are drinking,” he adds.
The Rise of Addiction
The implications of the growing sports betting market are alarming. A recent study published in the Canadian Medical Association Journal reveals a marked increase in problem gambling since the legalisation of sports betting in Canada in 2021. The report indicates that the proportion of Canadians experiencing gambling addiction has surged from 1.3 per cent to 9.9 per cent—a staggering increase over just five years.
Kidd warns that this trend could have dire social consequences. “The statistics for addiction in Canada are frightening. The risks associated with gambling, including suicide and substance use disorders, are becoming more apparent,” he states. Kim further emphasises the need for responsible betting practices, advising individuals to set limits and view gambling as a form of entertainment rather than a source of income.
Why it Matters
The 2026 FIFA World Cup represents not just a momentous occasion for football fans but also a potential turning point for the sports betting landscape in North America. As interest in soccer grows and betting becomes increasingly accessible, the risks associated with gambling addiction cannot be overlooked. Policymakers, educators, and industry leaders must work collaboratively to promote responsible betting practices and safeguard public health as this new era of sports entertainment unfolds.
