As the excitement mounts for the 2026 FIFA World Cup, which will be co-hosted by Canada, the United States, and Mexico, a recent report highlights a significant surge in sports betting expected during the tournament. With over 100 matches scheduled over six weeks, global betting volumes are anticipated to surpass an astonishing US$50 billion, according to a Wednesday report from investment bank Macquarie. The average wager per game could exceed half a billion USD, reflecting the growing enthusiasm for soccer in North America.
The Expanding Sports Betting Landscape
The past four years have seen a dramatic expansion in the sports betting market, particularly in the United States, where now 65 per cent of the population can access legal betting options. This is a notable increase from just 40 per cent during the 2022 World Cup. The report indicates that this year’s World Cup could further normalise sports betting behaviours, fuelled by the favourable time zones and the depth of available betting products in North America.
Canadian betting companies view the World Cup as a vital opportunity to enhance their market presence. Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, remarked, “With Ontario being a highly competitive market with more than 40 gambling companies vying for consumer attention, we can expect aggressive strategies aimed at not only retaining existing customers but also attracting new ones.”
The Risks of Betting Normalisation
However, the surge in sports betting raises concerns about potential addiction. Andrew Kim, an associate professor at Toronto Metropolitan University’s psychology department, warned that the omnipresence of advertising may lead many Canadians into problematic gambling habits. Kim stated, “For some individuals, this could mark the beginning of difficulties associated with sports betting. Much like alcohol, gambling can become an addiction.”
The report points to a troubling rise in gambling addiction, paralleling the growing acceptance of sports betting. Kidd highlighted the phenomenon of “prop bets”—wagers on specific events within a game—as particularly concerning. “You can bet on everything from a single penalty kick to the outcome of every pitch in a baseball game, which creates a rapid-fire betting environment that can be hard to resist,” he said.
The Psychological Impact of Betting Apps
Kidd noted that the design of betting apps is often tailored to enhance user engagement, making them psychologically compelling. Kim echoed these sentiments, likening the experience of using these apps to playing slot machines in a casino. “The risks escalate significantly when individuals place multiple bets while consuming alcohol; this combination can lead to dangerously high-risk behaviour,” he cautioned.
Research published in the Canadian Medical Association Journal in September 2025 has underscored the societal implications of rising gambling rates. The study found that, since the legalization of betting in Canada in 2021, the percentage of Canadians experiencing gambling problems has skyrocketed from 1.3 per cent to 9.9 per cent—a staggering sixfold increase in just five years.
Setting Boundaries and Staying Safe
With the World Cup on the horizon, experts stress the importance of responsible gambling. Kim advises bettors to set strict financial limits and view betting as a form of entertainment rather than a means to generate income. “It’s crucial to have a clear budget that you can afford to spend. Treat it like a night out,” he recommended.
As the excitement builds for one of the largest sporting events in the world, awareness of the risks associated with sports betting becomes increasingly vital.
Why it Matters
The upcoming World Cup represents not only a global celebration of soccer but also a pivotal moment in the evolution of sports betting in North America. With staggering amounts of money expected to be wagered, it is crucial for individuals to remain vigilant about the potential risks of addiction and gambling-related harm. The surge in sports betting could redefine how Canadians engage with sports, making it essential for both regulators and the public to prioritise responsible betting practices. As the tournament approaches, the duality of excitement and caution will shape the narrative surrounding this monumental event.
