As the 2026 FIFA World Cup approaches, excitement is building among fans in Canada, the United States, and Mexico, but so too are concerns regarding the anticipated boom in sports betting. A recent report from Macquarie, an investment firm, predicts that global betting volumes could surpass a staggering US$50 billion during the tournament, which kicks off next week. With over 100 matches scheduled over a six-week period, the average wager for each game is expected to exceed half a billion USD, highlighting the growing appetite for sports betting among fans.
A Changing Landscape for Sports Betting
The growth of the legal sports betting market has been remarkable in recent years, particularly in North America. As of now, approximately 65 per cent of the U.S. population has access to legal betting options, a significant increase from just 40 per cent during the last World Cup in 2022. This shift is attributed to legislative changes and the increasing popularity of soccer in North America, which has the potential to reshape betting behaviours and introduce new wagering habits among fans.
Bruce Kidd, professor emeritus of sport and public policy at the University of Toronto, views the World Cup as a pivotal moment for Canadian sports betting enterprises. “This is a market-enhancing event,” he stated, noting that Ontario’s competitive landscape—with over 40 gambling companies vying for consumer attention—will lead to aggressive marketing strategies aimed at expanding their customer base.
The Dark Side of the Betting Boom
While the economic opportunities presented by the World Cup are substantial, experts like Andrew Kim, an associate professor at Toronto Metropolitan University, caution about the potential pitfalls of increased betting activity. Kim warns that for some individuals, the heightened visibility of sports betting could trigger problematic behaviours akin to addiction. “For some people, this might be the start where they might begin experiencing issues related to sports betting,” he remarked, drawing parallels to alcohol addiction.
Kidd echoed these sentiments, pointing to a troubling rise in gambling addiction linked to the mainstream acceptance of sports betting. He highlighted the emergence of prediction markets, such as Polymarket and Kalshi, which lend an air of legitimacy to betting practices that were once seen as taboo. “This is not your grandfather’s betting; these platforms offer rapid-fire opportunities to wager on virtually any aspect of a sporting event,” he explained.
The Rise of Prop Bets and Psychological Risks
The increasing popularity of “prop bets”—wagers on individual game events—has transformed the betting landscape. In soccer, fans can now bet on anything from the outcome of a penalty shot to the number of corner kicks in a match. Kidd pointed out that the design of betting apps often preys on the psychology of users, making them akin to slot machines in a casino.
Kim added that while traditional bets on match outcomes may carry lower risks, the strategy of placing multiple micro-prop bets during a game, particularly when combined with alcohol consumption, significantly heightens the danger. “This combination can lead to a perfect storm of reckless gambling behaviour,” he cautioned.
The Statistics Behind the Addiction Crisis
Research published in the Canadian Medical Association Journal has underscored the alarming rise in gambling-related issues since Canada legalised sports betting in 2021. The percentage of Canadians experiencing problem gambling or addiction has surged from 1.3 per cent to 9.9 per cent—a staggering sixfold increase in just five years. The implications of these statistics are profound, as they suggest that the societal costs of gambling addiction could be immense.
Kidd remarked on the severity of the situation, asserting, “The statistics for addiction in Canada are simply frightening.” As the World Cup draws near and betting activity escalates, experts are urging individuals to exercise caution and to establish clear limits on their gambling activities.
Why it Matters
The 2026 FIFA World Cup presents an unparalleled opportunity for sports betting to flourish in North America, but this potential comes with significant risks. As betting becomes more mainstream and accessible, the danger of addiction looms larger than ever. For many fans, the thrill of the game could quickly turn into a perilous cycle of wagering and dependency, raising urgent questions about the need for responsible gambling practices and robust regulatory measures. As the tournament unfolds, it will be crucial for stakeholders to balance the excitement of competition with the imperative to protect vulnerable individuals from the darker side of this burgeoning industry.
