As the 2026 FIFA World Cup draws near, set to commence next week with a collaborative hosting effort from Canada, the United States, and Mexico, a new report suggests a significant rise in sports betting activity is on the horizon. According to an analysis by investment bank Macquarie, global betting volumes are projected to exceed $50 billion during the tournament’s six-week span, with average wagers per match potentially surpassing half a billion USD.
A Changing Landscape for Sports Betting
The evolution of the sports betting market has been remarkable over the past four years, particularly in the U.S., where 65 per cent of the population now has access to legal betting platforms. This marks a substantial increase from the 40 per cent access level seen during the 2022 World Cup. As soccer continues to gain traction in North America, this World Cup is poised to encourage new behaviours surrounding wagering, bolstered by convenient time zones and a plethora of betting options.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, highlighted that Canadian betting companies view the World Cup as a pivotal opportunity to enhance their market presence. “Ontario, in particular, is set for a considerable uptick in wagers this year,” he noted. Kidd explained that the province’s competitive landscape, with over 40 gambling firms vying for market share, will likely prompt aggressive marketing strategies aimed at both retaining and expanding their consumer base.
The Dark Side of Gambling
However, the rise in sports betting is not without its concerns. Andrew Kim, an associate professor in psychology at Toronto Metropolitan University, cautioned that the extensive advertising associated with sports betting could lead many Canadians down a perilous path. He warned, “For some people, this could mark the beginning of potential issues related to gambling. Sports betting, similar to alcohol, can lead to addiction.”
Kidd echoed these sentiments, expressing alarm at what he termed a “frightening rise in addiction” linked to the increasing normalisation of sports betting. He noted that the advent of prediction markets, such as Polymarket and Kalshi, has further legitimised these practices and shifted the landscape away from traditional betting methods.
Prop Bets and Their Risks
One of the key developments in the betting realm is the popularity of proposition bets, or “prop bets.” These allow gamblers to wager on various specific events within a game, leading to a potentially overwhelming number of betting opportunities. As Kidd pointed out, in a single baseball game featuring 300 pitches, a bettor could theoretically place 300 separate bets.
In soccer, this means betting on everything from the outcome of a penalty kick to the results of free kicks. Kim warned that these prop bets are engineered to maximise engagement and, in some cases, addiction. “These betting apps can feel more akin to casino slot machines,” he said. “The risks increase dramatically when bettors engage in multiple micro bets while consuming alcohol.”
The Broader Implications of Betting Addiction
The consequences of an increase in sports betting are serious and multifaceted. A recent study published in the Canadian Medical Association Journal revealed a worrying rise in gambling-related issues in Canada since the legalisation of betting in 2021. The percentage of Canadians experiencing gambling problems has surged from 1.3 per cent to 9.9 per cent—an alarming sixfold increase in just five years.
Kidd reiterated the urgency of addressing these risks, particularly the dangers posed by simultaneous drinking and betting. “Combining alcohol and gambling is a hazardous mix,” he cautioned, urging individuals to establish clear limits and treat betting as a form of entertainment rather than a means to financial gain.
Why it Matters
The anticipated surge in sports betting during the World Cup raises critical questions about the implications for society at large. As more Canadians engage with betting platforms, the potential for addiction increases, alongside associated social harms. Understanding and addressing these risks will be essential as the nation embraces the excitement of the tournament while navigating the complexities of a rapidly evolving gambling landscape.
