As the highly anticipated 2026 FIFA World Cup approaches, with matches hosted across Canada, the United States, and Mexico, a recent report indicates that sports betting activity is poised for unprecedented growth. According to investment bank Macquarie, total global betting volumes are predicted to surpass an astonishing US$50 billion during the tournament, which spans over six weeks and features more than 100 matches. The report, released on Wednesday, highlights that average bets per game could exceed US$500 million, reflecting a significant shift in the landscape of sports wagering.
The Growing Landscape of Sports Betting
The past four years have seen a dramatic expansion in the sports betting market, particularly in the U.S., where legal betting access has surged from 40 per cent during the 2022 World Cup to 65 per cent of the population today. This year’s tournament is expected to further capitalise on the growing popularity of soccer in North America, a trend that could encourage new betting behaviours and increased wagering activity, especially given the more favourable time zones for North American audiences.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, remarked on the significance of the World Cup for Canadian betting companies. “This is a market-enhancing event,” he stated, noting that Ontario, in particular, is likely to see a substantial uptick in betting activity. With over 40 gambling companies vying for market share in Ontario alone, a fiercely competitive environment is anticipated, with operators likely to adopt aggressive strategies to attract and retain customers.
The Risks of Betting Addiction
However, the excitement surrounding the World Cup raises concerns about the potential for increased gambling addiction in Canada. Andrew Kim, an associate professor in the psychology department at Toronto Metropolitan University, warned that the widespread advertising of sports betting could lead some individuals down a perilous path. “For some, this might mark the beginning of problems related to sports betting,” he cautioned, likening it to alcohol addiction.
The rapid acceptance of sports betting in society has coincided with a “frightening rise in addiction,” according to Kidd, who highlighted that the rise of prediction markets like Polymarket and Kalshi has legitimised betting practices. “This isn’t just about going to a bookie; it’s about instant access to betting on virtually any aspect of a game,” he explained. This shift has made betting apps feel increasingly similar to casino slot machines, with users often engaging in a multitude of micro-bets during live matches.
Understanding Prop Bets and their Appeal
One aspect of this new betting culture is the popularity of “prop bets” or proposition bets, which allow individuals to wager on specific events within a game. For example, in soccer, bettors might place wagers on the outcome of a single penalty kick or the number of corners awarded. Kim noted that while betting on match outcomes carries relatively low risk, the dangers escalate significantly when engaging in multiple prop bets while consuming alcohol. “That combination can lead to higher risk,” he warned.
A study published in the Canadian Medical Association Journal in September 2025 underscored the alarming social implications of sports betting, linking it to increased rates of suicide, substance use disorders, and various forms of crime. Since the legalisation of betting in Canada in 2021, the percentage of Canadians experiencing gambling-related
