The 48-team format will deliver more than 100 matches across the United States, Canada and Mexico, creating considerably more opportunities for in-play and pre-match wagering than the previous edition.
Analyst Chad Benyon said “favourable time zones in North America should lift global audiences”, while the report says legal sports betting has expanded significantly across the United States since the 2022 World Cup.
That combination of additional fixtures, accessible kick-off times and a larger legal market makes the commercial opportunity obvious. The report forecasts a sharp rise from the roughly $35bn wagered during the Qatar tournament, although the figure remains a projection rather than a confirmed outcome.
For bookmakers, the challenge may be converting occasional tournament customers into regular users. Benyon cautioned that the World Cup could be only a “short-term boost for bookmakers” unless operators can turn casual bettors into multi-sport customers.
That business model is likely to intensify scrutiny. Campaigners fear football betting can become a gateway to casino products, where losses may escalate more quickly. Matt Zarb-Cousin warned that customers “betting on football could then be steered towards casino products”, which he described as more addictive.
The tournament’s betting legacy will depend on whether regulators keep pace with the market’s expansion. Policymakers face pressure to limit aggressive promotions, protect younger audiences and identify harmful spending before major losses accumulate.
As the 2026 World Cup approaches, the central storyline will be whether football’s biggest global event can deliver record commercial returns without making gambling harm part of its lasting legacy.