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As the 2026 FIFA World Cup prepares to commence, co-hosted by Canada, the United States, and Mexico, a recent report indicates a significant surge in sports betting is on the horizon. Investment bank Macquarie has projected that global betting volumes could exceed a staggering US$50 billion over the tournament’s six-week duration, with average wagers for each match potentially surpassing half a billion USD.
The Growing Landscape of Sports Betting
The expansion of the sports betting market has been notable, particularly in the United States, where an impressive 65 per cent of the population now has access to legal betting platforms—up from just 40 per cent during the last World Cup in 2022. The increasing popularity of soccer, especially in North America, is poised to introduce new betting behaviours, with local time zones and an extensive range of betting options further encouraging this trend.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, views the World Cup as a pivotal moment for Canadian sports betting companies. He noted, “This is a market-enhancing event,” highlighting how Ontario’s competitive environment—with over 40 gambling firms vying for a share—will lead to aggressive marketing strategies aimed at both retaining existing customers and attracting new ones.
The Risks of Increased Betting Activity
However, the surge in betting comes with serious concerns. Experts warn that the omnipresence of betting advertisements could lead many Canadians down a perilous path. Andrew Kim, associate professor at Toronto Metropolitan University’s psychology department, cautioned that increased exposure to sports betting could trigger addiction for some individuals. “For certain people, the upcoming World Cup could mark the beginning of a troubling relationship with sports betting,” he stated.
The “normalisation” of sports betting is contributing to a worrying rise in addiction rates. Kidd pointed out that the emergence of prediction markets, such as Polymarket and Kalshi, has made betting more accessible and appealing. “It’s no longer just about placing a bet at a physical location; it’s now a rapid-fire opportunity to wager on virtually any aspect of a sporting event,” he explained.
Prop Bets and Their Psychological Impact
A notable trend in the betting landscape is the increasing popularity of “prop bets,” which allow individuals to wager on specific events within a game. For instance, in soccer, fans might bet on the outcome of a penalty kick or the success of a free kick. Kidd remarked on the psychological engineering of betting apps, which can lead to addictive behaviours. “These platforms can feel more like casino slot machines than traditional betting,” he said.
Kim added that while betting on the overall outcome of a match may carry less risk, engaging in multiple micro-bets during a game—especially when combined with alcohol—significantly heightens the danger. The combination of drinking and betting can create a volatile mix that increases the likelihood of negative outcomes.
The Alarming Statistics of Gambling Addiction
The implications of this rising trend are profound. A study published in the Canadian Medical Association Journal in September 2025 highlighted the concerning connection between sports betting and various social harms, including increased rates of suicide and substance use disorders. Since Canada legalised betting in 2021, the percentage of individuals experiencing gambling problems has surged dramatically, rising from 1.3 per cent to an alarming 9.9 per cent in just five years.
Kidd expressed deep concern over this trend, stating, “The statistics surrounding addiction in Canada are simply startling.” The risks intensify when individuals bet while consuming alcohol, leading to calls for responsible gambling practices. “It is crucial to set limits and establish a budget that reflects what you can afford to lose while treating betting primarily as a form of entertainment,” Kim advised.
Why it Matters
As the World Cup draws near, the anticipated boom in sports betting presents both opportunities and challenges. While it can invigorate the economy and enhance the sports experience for many fans, the potential for addiction and associated social issues cannot be overlooked. The balance between enjoying the thrill of the game and maintaining responsible gambling practices will be crucial in navigating this new landscape, as Canadians prepare for what promises to be an exhilarating tournament.
