As the 2026 FIFA World Cup draws near, excitement is building not just for the matches but also for the anticipated explosion in sports betting across North America. Jointly hosted by Canada, the United States, and Mexico, this monumental event is projected to attract over US$50 billion in global betting volumes, according to a recent report from investment bank Macquarie. With more than 100 matches scheduled over a six-week period, the stakes are set to rise as fans engage in wagering like never before.
A Booming Betting Landscape
The shift in the sports betting landscape has been remarkable, particularly in the U.S., where access to legal betting markets has surged from 40 per cent during the last World Cup to an impressive 65 per cent today. This expansion has been fuelled by the increasing popularity of football (soccer) in North America, making the upcoming World Cup a pivotal moment for both fans and betting companies alike.
“North America hosting the World Cup presents a unique opportunity to introduce new behaviours around betting,” the Macquarie report states. Factors such as favourable time zones and a diverse range of betting options are expected to further invigorate wagering activities.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, views the tournament as a significant catalyst for the market. “With Ontario housing over 40 competitive gambling companies, we can expect aggressive marketing strategies aimed at expanding their consumer bases,” he noted.
The Dark Side of Betting
While the potential for increased engagement in sports betting is evident, experts are raising concerns about the implications for public health. Andrew Kim, an associate professor at Toronto Metropolitan University, warns that the surge in advertising and accessibility could lead to a dangerous rise in addiction.
“For some individuals, this could mark the beginning of problematic gambling behaviours,” Kim cautioned. The comparison to alcohol addiction highlights the serious risks associated with gambling, especially in a climate where sports betting is becoming normalised.
Kidd echoed these concerns, noting a “frightening rise in addiction” as more individuals succumb to the allure of betting. He points to the emergence of sophisticated prediction markets that make it easier than ever to place wagers on various sporting events, transforming betting into a fast-paced, engaging activity that can easily spiral out of control.
The Rise of Prop Bets
A significant trend within the betting sphere is the increasing popularity of “prop bets,” which allow punters to wager on specific occurrences within a game. For instance, in a football match, a bettor might place a wager on the outcome of a penalty shot or a free kick.
Kidd highlights how these betting options can create an experience akin to casino slot machines, making the activity more addictive. “The betting apps are psychologically engineered to capture bettors,” he explained, adding that the risks of gambling can escalate dramatically when individuals engage in multiple prop bets while consuming alcohol during games.
Alarming Statistics on Gambling Addiction
The implications of this betting boom are profound, as evidenced by a recent study published in the Canadian Medical Association Journal. The findings reveal a staggering increase in problem gambling since the legalisation of sports betting in Canada in 2021, with the percentage of Canadians experiencing gambling addiction soaring from 1.3 per cent to 9.9 per cent—a sixfold increase in just five years.
Kim further warns that combining alcohol consumption with betting significantly heightens the risks involved. “Drinking and betting at the same time is a pretty dangerous mix,” he stated, urging those who participate in sports wagering to set strict financial limits and treat it as a form of entertainment rather than a source of income.
Why it Matters
The 2026 FIFA World Cup represents not only a celebration of sport but also a critical juncture for the sports betting industry in North America. As legal betting becomes more entrenched in society, the potential for addiction and its associated social harms poses a significant challenge. Policymakers and health advocates must work collaboratively to ensure that the thrill of the game does not come at the expense of public wellbeing. The excitement of the World Cup should be balanced with responsible gambling practices to safeguard the health and safety of all participants.
