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The 2026 FIFA World Cup is set to commence next week, co-hosted by Canada, the United States, and Mexico, and experts predict a significant rise in sports betting activity during this colossal event. A recent report from Macquarie, an investment bank, estimates that global betting volumes could surpass US$50 billion over the course of the tournament. With over 100 matches scheduled across six weeks, average wagers per game may exceed US$500 million, signalling a shift in the landscape of sports betting as North America embraces soccer’s burgeoning popularity.
A Changing Betting Landscape
The growth of the sports betting industry in recent years, particularly in the U.S., has been remarkable. According to Macquarie, 65 per cent of Americans now have access to legal betting markets, a substantial increase from just 40 per cent during the last World Cup in 2022. The current tournament is expected to capitalise on this momentum, with favourable time zones, the depth of available betting products, and the enthusiasm for soccer in the region poised to create new betting behaviours among fans.
Canadian sports betting firms view the World Cup as a transformative opportunity, as highlighted by Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto. “This is a market-enhancing event,” he stated, emphasising the competitive nature of Ontario’s betting market, which features over 40 gambling companies vying for consumer engagement. “These companies will undoubtedly adopt aggressive strategies to attract and retain customers,” he added.
Risks of Betting Addiction
While the prospects of increased wagering may excite many, there are serious concerns surrounding the potential for gambling addiction, especially among Canadians. Andrew Kim, an associate professor at Toronto Metropolitan University’s department of psychology, cautioned that the pervasive advertising surrounding sports betting might lead some individuals down a precarious path. “For certain individuals, this could mark the beginning of issues related to sports betting, as its allure can be as addictive as alcohol,” he warned.
Kidd echoed these sentiments, noting a troubling rise in gambling addiction linked to the normalisation of sports betting. “Since the legalisation of betting in Canada in 2021, the percentage of the population experiencing gambling-related problems has surged from 1.3 per cent to 9.9 per cent — a staggering sixfold increase in just five years,” he revealed. The advent of prediction markets like Polymarket has made betting more appealing, offering rapid-fire opportunities across myriad aspects of sports, which may further entrench harmful behaviours.
The Allure of Prop Bets
One area of concern is the increasing popularity of “prop bets,” where individuals wager on specific events within a game. Kidd pointed out that in sports like baseball, where hundreds of pitches occur, it is possible to place numerous bets on each pitch. “In soccer, this could mean betting on everything from the outcome of a penalty kick to the success of a free kick,” he explained. This shift towards micro-betting has led many sports betting applications to resemble casino slot machines, raising the stakes for users.
Kim elaborated on the psychological implications of these betting patterns, arguing that the combination of betting on micro-events during a match, often accompanied by alcohol consumption, amplifies the risks. “The danger increases significantly when individuals are placing multiple bets while drinking,” he noted, highlighting the need for caution.
Addressing the Risks
The Canadian Medical Association Journal published a study in September 2025 indicating that sports betting is linked to heightened risks of suicide, substance use disorders, and various social issues. The implications of this data are alarming, prompting calls for responsible gambling practices. Experts recommend setting financial limits and regarding betting as a form of entertainment rather than a guaranteed source of income.
As the World Cup approaches, the excitement surrounding soccer may bring both opportunities for enjoyment and risks associated with gambling. It is crucial for participants and enthusiasts to approach the event with awareness and responsibility.
Why it Matters
The 2026 FIFA World Cup represents not only a celebration of global sport but also a critical moment for the sports betting industry in North America. As participation in legal betting expands, the potential for addiction and related social issues grows concurrently. The responsibility lies with companies, regulators, and bettors alike to ensure that the excitement of the tournament does not overshadow the need for safety and moderation in wagering practices. Understanding and addressing these risks is essential to fostering a healthy sports culture in Canada and beyond.
