As excitement builds for the upcoming 2026 FIFA World Cup, which will see Canada, the United States, and Mexico come together to host the global tournament, a new report highlights a staggering rise in sports betting activity. According to Macquarie Investment Bank’s latest findings, total worldwide betting volumes for the event are anticipated to exceed an astonishing US$50 billion over the six weeks of competition, with average wagers for each match potentially surpassing half a billion USD.
A Growing Market
The sports betting landscape has transformed dramatically over the past four years, particularly in the United States. The report indicates that more than 65 per cent of the U.S. population now has access to legal betting options, a significant increase from just 40 per cent during the 2022 World Cup. The surge in interest is attributed to a rising enthusiasm for soccer across North America, which has the potential to foster new betting behaviours and increase overall participation. Factors such as favourable time zones and a broader array of betting products are expected to further enhance engagement during this World Cup.
Canadian sports betting firms view this global event as a crucial opportunity for market expansion. Bruce Kidd, professor emeritus of sport and public policy at the University of Toronto, emphasised the competitive nature of Ontario’s betting environment, noting that over 40 gambling companies are vying for consumer attention. “They will be aggressive in their marketing strategies to retain and expand their customer base,” Kidd remarked.
The Risks of Normalisation
While the prospect of increased betting activity excites many, it raises significant concerns regarding potential gambling addiction. Andrew Kim, an associate professor at Toronto Metropolitan University, cautioned that the relentless advertising surrounding sports betting could lead many Canadians down a perilous path. “For some individuals, this may mark the beginning of problematic gambling behaviours, akin to alcohol addiction,” Kim warned.
The rise of sports betting has been accompanied by what Kidd describes as a “frightening increase in addiction,” fuelled by the normalisation of gambling. Innovative platforms like Polymarket and Kalshi have legitimised betting in ways that were previously unimaginable, moving the practice away from traditional bookmakers to fast-paced online environments where one can wager on virtually any sporting detail.
The Allure of Prop Bets
A notable trend within sports betting is the popularity of ‘prop bets’, which allow gamblers to place bets on specific events during a game. In soccer, this could range from wagering on the outcome of a penalty kick to predicting the number of corners awarded. Kidd explained that these micro-bets have transformed betting apps into platforms that resemble casino slot machines, designed to entice users into placing multiple bets during a single match.
“Betting on who will win may seem less risky than engaging in a series of prop bets while consuming alcohol,” Kim added, highlighting the increased risks associated with this behaviour. The combination of drinking and betting can lead to dangerous outcomes, including heightened addiction and risky decision-making.
The Broader Social Implications
The implications of this betting boom extend beyond individual risk. A study published in the Canadian Medical Association Journal in September 2025 revealed alarming statistics regarding gambling addiction in Canada. Since the legalisation of betting in the country in 2021, the percentage of Canadians grappling with gambling-related issues has surged from 1.3 per cent to 9.9 per cent, marking a staggering increase in just five years.
Kidd noted the pressing need for awareness regarding the dangers of combining alcohol with sports betting. “Setting financial limits and treating betting as a form of entertainment rather than an income source is crucial,” he advised.
Why it Matters
The impending FIFA World Cup represents not just a celebration of sport but also a watershed moment for the sports betting industry in North America. As millions of fans prepare to engage with the tournament, understanding the potential for addiction and its societal consequences is vital. The increasing accessibility of betting platforms could lead to a new era of gambling behaviours, making it imperative for stakeholders—governments, regulators, and the betting industry—to prioritise responsible gambling measures. The stakes have never been higher, and the responsibility to safeguard the well-being of the public lies with all involved.
