The 2026 FIFA World Cup, set to commence next week, is poised to become a major catalyst for sports betting activity across Canada, the U.S., and Mexico. A recent report from investment bank Macquarie predicts that global betting volumes could surpass an astonishing US$50 billion during this six-week extravaganza, as the excitement surrounding over 100 matches captivates fans. With each game potentially attracting average wagers in excess of half a billion dollars, this World Cup is expected to significantly influence the burgeoning sports betting landscape in North America.
A Growing Market
The rapid expansion of the sports betting sector in recent years, particularly within the United States, has led to an impressive increase in legal betting access. According to Macquarie’s findings, around 65 per cent of the population now has access to regulated betting markets, a substantial rise from 40 per cent during the 2022 World Cup. This shift reflects the growing mainstream acceptance of sports wagering, further fuelled by the increasing popularity of football in both Canada and the U.S.
Bruce Kidd, a professor emeritus of sport and public policy at the University of Toronto, describes the World Cup as a pivotal event for sports betting companies. He emphasises that Ontario, with its competitive market housing over 40 gambling operators, is likely to witness a substantial increase in wagers. “These companies will surely be aggressive in not only retaining their existing customers but also in expanding their user base,” Kidd remarked.
Risks of Addiction on the Rise
However, this excitement comes with a caveat. Experts warn that the escalating visibility and accessibility of sports betting could lead to an increase in addiction risks, particularly among Canadians. Andrew Kim, an associate professor at Toronto Metropolitan University’s psychology department, cautions that the pervasive advertising could introduce problematic gambling behaviours for some individuals. “For certain people, this could mark the beginning of challenges related to sports betting. Gambling, much like alcohol, can become an addiction,” Kim stated.
The normalisation of sports betting has alarmingly coincided with rising addiction rates. Kidd notes a “frightening rise” in gambling-related issues since the legalisation of betting in Canada in 2021. Statistics indicate that the prevalence of problem gambling has soared from 1.3 per cent to 9.9 per cent in the past five years, a staggering increase that underscores the need for public awareness and responsible gambling practices.
The Allure of Prop Bets
A significant contributor to the addictive nature of sports betting is the popularity of proposition bets, which allow gamblers to wager on specific in-game events. “In a baseball game, for example, you could theoretically place bets on every single pitch,” explains Kidd. This capability transforms sports betting apps into high-stakes entertainment options, akin to slot machines in a casino. Kim adds that in football, this could mean betting on everything from penalty shots to free kicks.
This shift towards micro prop betting can lead to heightened risk, especially when combined with alcohol consumption. “Betting on numerous micro events while under the influence poses a greater danger than simply wagering on the match outcome,” Kim warns. The combination of impulsive betting behaviour and alcohol can exacerbate the potential for addiction and other negative consequences.
A Broader Social Impact
The implications of increased sports betting are not limited to individual risks. A study published in the Canadian Medical Association Journal in September 2025 highlighted the association between sports betting and a rise in various social issues, including increased rates of suicide, substance use disorders, and crime. These findings serve as a stark reminder of the broader societal ramifications of this rapidly evolving industry.
Kidd stresses the importance of setting limits and treating betting as a form of entertainment rather than a financial strategy. He advises individuals to establish a realistic budget for their betting activities and to remain vigilant about the risks involved.
Why it Matters
As the 2026 FIFA World Cup approaches, the intersection of sports and gambling is becoming increasingly pronounced, promising both excitement and concern. While the potential for economic growth in the sports betting market is significant, the accompanying risks to mental health and community wellbeing cannot be overlooked. With the stakes higher than ever, it is imperative for stakeholders—governments, operators, and consumers alike—to prioritise responsible gambling practices and ensure that the thrill of the game does not come at the cost of public health.
