As the 2026 FIFA World Cup approaches, co-hosts Canada, the U.S., and Mexico are bracing for an unprecedented surge in sports betting. A recent report from investment bank Macquarie highlights that global betting volumes for the tournament could surpass a staggering US$50 billion, with average wagers per match potentially exceeding half a billion dollars. With over 100 matches scheduled over six weeks, the excitement is palpable, but so too are the concerns regarding gambling addiction.
A New Era of Sports Betting
The landscape of sports betting has dramatically shifted since the last World Cup in 2022. According to Macquarie, the legal betting market in the U.S. has expanded significantly, with 65 per cent of the population now able to access it, a notable rise from 40 per cent just a year ago. This surge is largely attributed to the growing popularity of soccer across North America and the favourable time zones that allow fans to engage with the matches.
Bruce Kidd, a professor emeritus at the University of Toronto, asserts that the World Cup represents a pivotal moment for Canadian sports betting companies. “This is a market-enhancing event,” he remarked, noting the competitive nature of the Ontario market, where over 40 gambling companies are vying for consumer attention. “Expect aggressive strategies from these companies to not only retain their existing customers but to expand their reach,” Kidd added.
The Risks of Normalisation
As betting becomes more mainstream, experts warn of the potential dangers associated with increased accessibility. Andrew Kim, an associate professor at Toronto Metropolitan University, cautions that the omnipresent advertising surrounding sports betting could lead some Canadians down a perilous path. “For many, this could mark the beginning of problematic behaviours related to gambling,” he explained, equating the potential addiction to that of alcohol.
The phenomenon of ‘prop bets’—wagers placed on individual events within a game—has further complicated the situation. Kidd highlighted how these bets can transform the betting experience into something akin to playing a slot machine. “In soccer, you could bet on everything from the outcome of a penalty to the specifics of a free kick,” he noted, emphasising the psychological design of betting apps that are engineered to keep users engaged.
The Alarming Rise of Gambling Addiction
The issues surrounding gambling addiction are increasingly coming to light. A 2025 study published in the Canadian Medical Association Journal revealed that the rate of problem gambling in Canada has surged from 1.3 per cent to 9.9 per cent since Parliament legalised sports betting in 2021—a sixfold increase in just five years. Kidd remarked on the “frightening rise in addiction” and the broader implications of normalising sports betting, which can lead to increased instances of suicide, crime, and substance use disorders.
Kim echoed this sentiment, highlighting the particularly risky combination of alcohol consumption and sports betting. “Drinking and betting together is a dangerous mix,” he warned, advising individuals to set strict financial limits and to treat betting as a form of entertainment rather than a means to an end.
Conclusion: Navigating the New Landscape
As the World Cup draws closer, the excitement is palpable, but the shadow of gambling addiction looms large. With the potential for increased participation in sports betting, it is crucial for fans and authorities alike to recognise the associated risks and take proactive measures to promote responsible gambling practices.
Why it Matters
The upcoming World Cup is not merely a sporting event; it represents a significant cultural shift in North America towards the acceptance and normalisation of sports betting. While the economic benefits could be substantial, the risks to public health and safety cannot be overlooked. As Canadians prepare to cheer for their teams, it is imperative to engage in conversations about responsible betting to ensure that the excitement of the tournament does not come at the cost of personal well-being.
