As anticipation builds for the upcoming FIFA World Cup, set to commence next week, a new report indicates that sports betting activities may reach unprecedented levels, particularly across Canada, the United States, and Mexico, who are co-hosting the event. According to Macquarie, an investment bank, global betting volumes could surpass a staggering US$50 billion, with individual game wagers potentially exceeding half a billion dollars. This surge is reflective of the growing acceptance and accessibility of sports betting in North America.
A Booming Market
The sports betting scene has transformed significantly over the past four years, especially in the U.S., where approximately 65 per cent of the population now has access to legal betting markets. This marks a notable increase from the 40 per cent access seen during the last World Cup in 2022. The report highlights that this year’s tournament, aligned with the rising popularity of soccer in North America, could introduce new betting behaviours among fans.
“North America hosting the World Cup, alongside favourable time zones and a diverse range of betting options, creates an ideal environment for increased wagering,” the report asserts.
In Ontario, where a highly competitive market boasts over 40 gambling companies, experts believe that the World Cup will serve as a catalyst for aggressive marketing strategies aimed at both retaining existing customers and attracting new ones. Bruce Kidd, a professor emeritus at the University of Toronto, noted, “You can be sure that these companies will be very proactive in their efforts.”
The Risks of Normalisation
However, the rising tide of sports betting comes with significant concerns regarding addiction and its potential consequences. Andrew Kim, an associate professor at Toronto Metropolitan University, warns that for many Canadians, the World Cup could mark the beginning of unhealthy betting habits. “For some individuals, this could be the start of experiences related to sports betting issues. Much like alcohol, gambling can lead to addiction,” he cautioned.
Kidd echoed these sentiments, highlighting a disturbing increase in addiction rates since sports betting was legalised in Canada in 2021. He cited a rise in problematic gambling from 1.3 per cent to a shocking 9.9 per cent in just five years, illustrating the urgent need for awareness and responsible gaming practices.
Evolving Betting Patterns
The emergence of “prop bets”—wagers on specific events within a match—has further complicated the landscape. These types of bets allow fans to wager on a myriad of outcomes, from individual player performances to minute-by-minute game events. The convenience of mobile betting apps, designed to engage users continuously, raises the stakes considerably.
Kim explained, “Betting on a soccer match could involve betting on anything from the outcome of a penalty shot to a free kick. The proliferation of these micro-bets can make betting feel more akin to playing a slot machine than traditional wagering.” This shift in betting culture not only increases the potential for addiction but also raises the stakes for those who indulge while under the influence of alcohol.
The Broader Implications
The implications of this growing trend are far-reaching. Research published in the Canadian Medical Association Journal has linked sports betting to increased risks of suicide, substance abuse, and social crime. Kim advises those who choose to participate in betting to exercise caution, recommending that individuals establish strict financial limits and consider betting as a form of entertainment rather than a reliable source of income.
The World Cup represents not just a sporting spectacle but also a pivotal moment for the evolution of sports betting in North America.
Why it Matters
As the 2026 FIFA World Cup approaches, the interplay between sports, betting, and societal health cannot be overlooked. The potential for increased addiction and its associated harms poses a significant challenge for communities. With millions expected to engage in sports betting during this global event, it is essential for stakeholders—governments, healthcare providers, and sports organisations—to prioritise responsible gambling initiatives. By fostering awareness around the risks of sports betting, we can work towards ensuring that this celebration of sport remains a positive experience for all.
