As excitement builds for the 2026 FIFA World Cup, which will see Canada, the United States, and Mexico co-hosting the prestigious tournament, a recent report suggests a dramatic rise in sports betting activity is on the horizon. According to Macquarie, an investment bank, global betting volumes could surpass an astonishing $50 billion over the course of the six-week event, with individual games attracting average wagers exceeding $500 million.
The Booming Betting Landscape
The legalisation of sports betting has been a game changer, particularly in the U.S., where access to betting markets has increased significantly. Currently, 65 per cent of the American population can place legal bets, a notable rise from just 40 per cent during the 2022 World Cup. This surge in accessibility is expected to transform viewing habits, as more fans engage in wagering during matches.
The report indicates that the World Cup’s timing, aligning with North American time zones, coupled with the growing popularity of soccer in the region, presents a unique opportunity for the betting industry. Bruce Kidd, a professor emeritus at the University of Toronto, views the World Cup as a significant catalyst for market growth. “This event is likely to enhance competition among more than 40 gambling companies in Ontario alone, as they strive to attract and retain customers,” he stated.
Risks of Normalisation
While the potential for increased revenues is enticing, experts warn of the accompanying dangers. Andrew Kim, an associate professor at Toronto Metropolitan University, expressed concern that the World Cup could mark the beginning of troubling trends for some Canadians. “The omnipresence of betting advertisements may lead individuals to develop problematic gambling behaviours,” he cautioned.
Kidd echoed these sentiments, pointing to a disturbing rise in addiction linked to the normalisation of sports betting. He noted that the emergence of prediction markets, such as Polymarket and Kalshi, has further legitimised gambling practices, making it easier than ever for individuals to place bets on various sporting outcomes. “This is no longer about visiting a bookmaker or a racetrack; it’s about a rapid-fire environment where one can wager on nearly every aspect of a game,” he added.
The Allure of Prop Bets
One aspect of betting that has gained significant traction is the popularity of proposition bets, or ‘prop bets’. These allow bettors to wager on specific events within a game, presenting a near-endless array of options. For example, in a football match, fans could bet on everything from the outcome of a penalty kick to the precise number of free kicks awarded.
This shift towards micro-betting turns sports betting apps into platforms that resemble casino slot machines, according to Kim. “The risk escalates dramatically when individuals engage in multiple prop bets while consuming alcohol, creating a volatile environment for potential addiction,” he warned.
Addressing the Addiction Crisis
The implications of increased sports betting are not merely financial; they extend to broader social concerns as well. A study published in the Canadian Medical Association Journal in September 2025 highlighted alarming statistics about gambling addiction in Canada. Since the legalisation of betting in 2021, the percentage of Canadians experiencing gambling-related problems has surged from 1.3 per cent to 9.9 per cent—an alarming six-fold increase in just five years.
Kim emphasised the heightened risks associated with simultaneous drinking and betting. “The combination can be particularly harmful,” he stated. “It’s crucial for individuals to set strict limits and view betting as a form of entertainment rather than a reliable source of income.”
Why it Matters
As the 2026 FIFA World Cup approaches, the intersection of sports, betting, and public health becomes increasingly significant. While the potential economic benefits of a booming sports betting market are clear, the associated risks of addiction and societal harm cannot be ignored. As Canadians prepare to cheer for their national team, it is vital to foster a responsible betting culture that prioritises player well-being and addresses the growing concerns surrounding gambling addiction.
