The upcoming 2026 FIFA World Cup, co-hosted by Canada, the United States, and Mexico, is poised to ignite a massive wave of sports betting activity. According to a recent report from investment bank Macquarie, global betting volumes during the tournament could surpass US$50 billion, with average wagers exceeding half a billion USD per game. As the event draws nearer, experts express both excitement and concern regarding the implications of such an explosive growth in the betting market.
A Growing Market
The last four years have seen significant expansion in the sports betting landscape, particularly across North America. The report highlights that approximately 65 per cent of the U.S. population now has access to legal betting options, a notable increase from just 40 per cent during the 2022 World Cup. This year’s tournament is set against the backdrop of soaring soccer popularity in North America, which presents a unique opportunity for casual bettors and seasoned gamblers alike.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, views the World Cup as a transformative event for the betting industry. “With Ontario being a highly competitive market featuring over 40 gambling operators, we can expect aggressive marketing strategies to attract both existing and new customers,” Kidd stated. In Ontario, betting companies are preparing for a substantial increase in wagers, signalling a shift in consumer engagement.
The Risks of Normalisation
While the financial prospects are enticing, experts caution that the growing acceptance of sports betting could lead to dangerous consequences. Andrew Kim, an associate professor at Toronto Metropolitan University’s psychology department, warns that for some individuals, the influx of betting advertisements may mark the beginning of a perilous journey into gambling addiction. “For many, this could be the point where they start encountering serious issues related to sports betting,” Kim explained, equating the potential for addiction to that of alcohol consumption.
The report indicates a troubling rise in gambling-related problems, with Kidd noting a “frightening rise in addiction” correlated with the normalisation of sports betting. The emergence of prediction markets, such as Polymarket and Kalshi, further bolsters the legitimacy of betting practices, which have evolved from traditional methods to a rapid-fire online format. This shift allows for instantaneous betting on various aspects of sports, making it more accessible—and potentially more addictive.
The Appeal of Proposition Bets
One of the most concerning developments in the sports betting arena is the increasing popularity of “prop bets,” which allow individuals to wager on specific events within a game. For instance, in a single baseball match, bettors might place wagers on every one of the 300 pitches thrown. Kim remarks that this style of betting can draw participants into a cycle of compulsive gambling, akin to the mechanics of slot machines in casinos.
In soccer, this could mean betting on outcomes as minute as a penalty shot or a free kick. The allure of micro prop bets can create a more immersive experience for bettors, particularly when combined with alcohol consumption. Kim warns that the risks associated with these types of bets are significantly higher, especially for those who are drinking while wagering.
Alarming Statistics
Recent studies underscore the gravity of gambling addiction in Canada. A report published in the Canadian Medical Association Journal revealed that since the legalisation of sports betting in Canada in 2021, the prevalence of problem gambling has surged from 1.3 per cent to 9.9 per cent—a staggering six-fold increase in just five years. Kidd expressed concern over these statistics, highlighting the broader societal implications of gambling addiction, which can lead to various negative outcomes including increased rates of suicide, substance abuse, and crime.
Kim echoes this sentiment, emphasising the dangers of combining alcohol with sports betting. “Drinking while gambling is a perilous combination,” he cautioned. He advises bettors to establish clear limits and budgets, treating their wagers as a form of entertainment rather than a pathway to financial gain.
Why it Matters
The 2026 FIFA World Cup represents not only a monumental sporting event but also a pivotal moment for the sports betting industry in North America. As betting becomes increasingly ingrained in the fabric of sports culture, the potential for addiction and its associated risks cannot be overlooked. Policymakers, educators, and the sports community must work together to address these challenges, ensuring that the excitement of the tournament does not come at the expense of public health and safety. With responsible gambling practices and awareness, there is hope that this new chapter in sports betting can be navigated safely.
