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As the highly anticipated 2026 FIFA World Cup approaches, Canada, the United States, and Mexico are gearing up to host the tournament, and a new report indicates that sports betting is set to reach unprecedented heights. With over 100 matches scheduled across six weeks, the total global betting volume is projected to exceed US$50 billion, according to an analysis by investment bank Macquarie. This significant increase in wagering reflects the rapid expansion of legal betting markets, particularly in the U.S., and raises concerns about the potential impacts on gambling behaviour in Canada.
The Growth of Sports Betting
The Macquarie report highlights a dramatic shift in the sports betting landscape since the last World Cup in 2022. Currently, 65 per cent of the U.S. population has access to legal betting options, a substantial increase from just 40 per cent two years ago. This surge is largely attributed to the growing popularity of soccer in North America and the favourable time zones for viewing matches, which make it easier for fans to engage with the games.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, describes the World Cup as a “market-enhancing event” for Canadian sports betting firms. With Ontario boasting over 40 competitive gambling companies, Kidd anticipates aggressive marketing strategies aimed at both retaining existing customers and attracting new ones.
The Risks of Increased Betting
While the potential for profit in the sports betting industry is significant, experts warn of the dangers that come with it. Andrew Kim, an associate professor of psychology at Toronto Metropolitan University, cautions that the omnipresence of sports betting advertising could lead to an increase in addiction rates. He compares the risks associated with gambling to those of alcohol addiction, noting that many individuals may find themselves facing serious gambling problems for the first time as betting on sports becomes more mainstream.
Kidd echoes these concerns, pointing to a troubling rise in gambling addiction since the legalization of sports betting in Canada in 2021. A study published in the Canadian Medical Association Journal in September 2025 reveals that the percentage of Canadians experiencing gambling-related issues has surged from 1.3 per cent to 9.9 per cent in just five years.
The Allure of Prop Bets
One of the most concerning trends in sports betting is the rise of “prop bets” or proposition bets, which allow individuals to wager on specific events within a game. For example, during a soccer match, fans can bet on everything from the outcome of a penalty kick to the number of corners awarded. This level of granularity can lead to excessive and impulsive betting, as users may find themselves placing numerous small bets throughout the game.
Kim argues that this shift has transformed sports betting apps into platforms akin to casino slot machines, increasing the risk of addiction. He emphasises that while betting on the overall outcome of a match may carry fewer risks, engaging in multiple micro-bets during a game can lead to severe financial and psychological consequences, especially when combined with alcohol consumption.
The Call for Responsible Gambling
Given the potential for addiction and the social harms associated with increased betting, experts urge consumers to practise responsible gambling. Kim advises individuals to set strict financial limits and view betting as a form of entertainment rather than a source of income.
“Drinking and betting at the same time is a risky combination,” he warns. “It’s important to treat your betting budget seriously and to ensure that you’re not crossing the line into problematic behaviour.”
Why it Matters
The upcoming World Cup represents not just a celebration of international sport but also a crucial moment for the sports betting industry in North America. As millions of fans prepare to engage with the tournament, the implications for addiction and social well-being must not be overlooked. With the potential for significant financial gain comes the responsibility to safeguard against the risks of gambling. As the industry evolves, a concerted effort to promote responsible gambling practices will be essential to ensure that the excitement of the World Cup does not lead to a surge in gambling-related issues.
