As the much-anticipated 2026 FIFA World Cup gets set to kick off next week, co-hosts Canada, the United States, and Mexico brace for a substantial uptick in sports betting activity. A recent report from investment bank Macquarie predicts that global betting volumes during the tournament could surpass a staggering US$50 billion, with individual matches seeing average wagers potentially exceeding half a billion dollars. This year’s World Cup, featuring over 100 matches across six weeks, promises to be a watershed moment for the sports betting landscape.
A Rapidly Growing Market
The sports betting market has seen remarkable growth in the past four years, particularly in the U.S., where approximately 65 per cent of the population now has access to legal betting options. This is a significant increase from just 40 per cent during the previous World Cup in 2022. The report highlights the increasing popularity of soccer in North America, suggesting that the tournament could foster new betting behaviours, particularly given the favourable time zones and enhanced betting products available.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, views the World Cup as a pivotal event for Canadian betting firms. “This is a market-enhancing event,” he stated, underscoring the competitive nature of Ontario’s market, which boasts over 40 gambling operators vying for consumer attention. Kidd anticipates aggressive marketing and promotional strategies from these companies as they aim to expand their customer bases during the tournament.
Risks and Concerns of Rising Addiction
Despite the excitement surrounding the World Cup, experts warn of the potential dangers associated with increased betting. Andrew Kim, an associate professor at Toronto Metropolitan University’s psychology department, cautions that the pervasive advertising could lead many Canadians down a perilous path into sports betting. “For some individuals, this could mark the beginning of issues related to gambling,” he remarked, likening the risks of sports betting to those associated with alcohol addiction.
Kidd echoed these concerns, noting a troubling rise in gambling addiction that has accompanied the “normalisation” of sports betting in Canada. He emphasised the rapid evolution of gambling practices, pointing to the emergence of online prediction markets like Polymarket and Kalshi, which have further legitimised betting in the eyes of the public. “This is not about visiting a physical betting shop; it’s about instant, high-speed opportunities to wager on virtually any aspect of a sporting event,” he explained.
The Allure of Prop Bets
A significant factor contributing to the addictive nature of sports betting is the popularity of “prop bets,” which allow individuals to wager on specific events during a game. In sports like baseball, where numerous pitches are thrown, bettors could theoretically place hundreds of bets on individual pitches. In the context of soccer, this could extend to betting on the outcome of a single penalty shot or free kick.
Kim highlighted the psychological engineering behind betting applications that may trap users into excessive gambling behaviours. “These apps can feel more like casino slot machines than traditional betting,” he cautioned. He elaborated that while betting on match outcomes might carry relatively low risks, engaging in multiple micro prop bets while consuming alcohol could significantly elevate those risks.
The Broader Social Implications
The potential for increased gambling addiction has broader social ramifications. A study published in the Canadian Medical Association Journal in September 2025 found a strong correlation between sports betting and various social issues, including heightened risks of suicide and substance abuse. Kidd provided alarming statistics, noting that since the legalisation of betting in Canada in 2021, the proportion of Canadians experiencing gambling problems has surged from 1.3 per cent to 9.9 per cent—a staggering sixfold increase in just five years.
Kim reiterated the importance of responsible gambling practices, particularly the dangers of combining alcohol consumption with betting activities. “Setting limits and maintaining a budget for how much one can afford to spend is crucial,” he advised, framing gambling as a form of entertainment rather than a means of financial gain.
Why it Matters
As the 2026 FIFA World Cup approaches, the implications of the anticipated surge in sports betting extend beyond mere financial figures. While the excitement of the tournament promises to engage countless fans, it also poses significant risks of addiction and related societal issues. With the landscape of sports betting evolving rapidly, it is imperative that individuals remain vigilant and informed about the potential dangers, ensuring that what is meant to be an enjoyable experience does not spiral into a source of harm.
