As the 2026 FIFA World Cup approaches, anticipation is palpable among fans and bettors alike, with Canada, the United States, and Mexico preparing to host the tournament. A recent report from investment bank Macquarie predicts that global sports betting could soar to unprecedented heights, potentially exceeding US$50 billion during the event. With over 100 matches scheduled across six weeks, this World Cup is set to redefine the landscape of sports wagering, particularly in North America.
A Changing Landscape for Sports Betting
The surge in sports betting accessibility in the United States has dramatically influenced betting behaviours. According to Macquarie’s report, the proportion of the U.S. population with access to legal betting markets has jumped from 40% during the last World Cup in 2022 to an impressive 65% today. This shift is attributed to the loosening of regulations and the burgeoning popularity of soccer in North America, which is expected to lead to increased engagement and betting activity during the tournament.
Bruce Kidd, professor emeritus of sport and public policy at the University of Toronto, emphasised that the World Cup represents a pivotal opportunity for Canadian betting companies. “This is a market-enhancing event,” he remarked, noting that Ontario’s competitive market—boasting over 40 gambling firms—will likely see aggressive marketing strategies aimed at both retaining and expanding their customer base.
The Risks of Increased Betting Activity
While the excitement surrounding the World Cup is undeniable, experts are sounding alarms about the potential risks associated with increased sports betting. Andrew Kim, an associate professor at Toronto Metropolitan University’s department of psychology, warns that the pervasive advertising and ease of access to betting platforms could lead many Canadians down a precarious path. “For some, this may mark the beginning of problematic behaviours related to sports betting,” he cautioned, comparing the risks of gambling addiction to those associated with alcohol.
Kidd echoed these concerns, pointing out a troubling trend in addiction rates linked to the “normalisation” of sports betting. The rise of prediction markets, such as Polymarket and Kalshi, has added a layer of legitimacy to wagering activities, making it easier for individuals to engage in betting in real-time during matches. “This isn’t just about going to a bookie anymore; this is a rapid-fire opportunity to bet on virtually any aspect of a game,” he explained.
The Appeal of Prop Bets
One of the most significant developments in the sports betting landscape is the increasing popularity of proposition bets, or “prop bets.” These bets allow gamblers to wager on specific events within a game, such as the outcome of a single penalty kick or the number of corner kicks. Kim pointed out that the design of betting apps is often tailored to encourage users to place multiple bets, which can lead to addictive behaviours.
“In a soccer match, the temptation is there to bet on everything from the first goal to the number of yellow cards issued,” he said. As these micro-bets become more common, the risks associated with betting multiply, particularly in a social setting where drinking is involved.
The Growing Need for Responsible Gambling
The escalating prevalence of betting has sparked a national conversation about responsible gambling. A study published in the Canadian Medical Association Journal in September 2025 revealed alarming statistics, indicating that the rate of problem gambling in Canada has surged from 1.3% to 9.9% since the federal government legalised betting in 2021. Kidd remarked on the gravity of this issue, stressing the importance of awareness and education surrounding gambling behaviours.
“As more Canadians engage in sports betting, the potential for addiction increases, especially when combined with alcohol consumption,” Kim added. He advised gamblers to set clear financial limits and view betting as a form of entertainment, rather than a source of income.
Why it Matters
The impending FIFA World Cup represents more than just a series of matches; it is a watershed moment for sports betting in North America. As the popularity of soccer continues to rise, so too does the responsibility to address the associated risks of gambling. With rising addiction rates and the normalisation of betting, it is crucial for stakeholders—be they governments, sports organisations, or betting companies—to prioritise responsible gambling practices. The choices made during this World Cup could have lasting implications, shaping the future landscape of sports betting in Canada and beyond.
