As anticipation builds for the 2026 FIFA World Cup, co-hosted by Canada, the United States, and Mexico, a new study suggests that the sports betting market is poised for an unprecedented surge. According to a report from Macquarie Investment Bank, total global wagering during the tournament could surpass a staggering US$50 billion, with average bets for each match potentially exceeding half a billion dollars.
A Booming Market
The report highlights a significant increase in the accessibility of legal betting markets in North America, particularly within the United States, where approximately 65 per cent of the population now has access—up from just 40 per cent during the last World Cup. This expansion mirrors the growing popularity of soccer in both Canada and the U.S., positioning the tournament as a pivotal moment for sports betting enthusiasts.
Bruce Kidd, a professor emeritus at the University of Toronto, notes that the World Cup represents a major opportunity for Canadian betting companies. “With over 40 gambling companies vying for market share in Ontario alone, we can expect aggressive strategies aimed at not only retaining existing customers but also attracting new ones,” he stated.
Risks of Addiction and the Normalisation of Betting
While the potential for increased wagering presents economic benefits, experts warn of the dangers associated with the normalisation of sports betting. Andrew Kim, an associate professor in the psychology department at Toronto Metropolitan University, cautions that the barrage of advertising may lead some individuals down a perilous path toward gambling addiction. “For many, this could mark the beginning of troubling patterns linked to sports betting. Like alcohol, gambling can become an addiction,” he explained.
The rise of “prop bets”—wagers on specific occurrences within a game—has also contributed to the concerns surrounding gambling behaviour. “In a baseball game, for instance, you could theoretically place bets on every pitch,” Kidd remarked. This trend has transformed sports betting apps into platforms that resemble casino slot machines, increasing the risk of compulsive behaviour, especially when combined with alcohol consumption.
The Statistics Speak Volumes
Since the legalisation of sports betting in Canada in 2021, rates of problem gambling have alarmingly escalated. A study published in the Canadian Medical Association Journal in September 2025 indicates that the proportion of Canadians experiencing gambling problems has surged from 1.3 per cent to 9.9 per cent—an astonishing sixfold increase in just five years. “The statistics surrounding addiction in Canada are deeply concerning,” Kidd stated, highlighting the pressing need for awareness and preventive measures.
Kim emphasises the importance of responsible gambling practices, urging individuals to set limits on their betting activities. “Approach it as a form of entertainment, and establish a financial budget that you can realistically afford to spend,” he advised.
Why it Matters
As the 2026 FIFA World Cup approaches, the intersection of sports and betting will take centre stage, presenting both opportunities and challenges. The potential economic benefits must be weighed against the real risks of addiction and social harm, particularly in a landscape where sports betting is becoming increasingly mainstream. With the stakes higher than ever, it is crucial for stakeholders to promote responsible gambling practices to mitigate the adverse effects of this betting boom on individuals and society as a whole.