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The 2026 FIFA World Cup, set across the United States, Canada, and Mexico in June and July, is projected to drive unprecedented global sports wagering. With the tournament expanding from 32 to 48 teams and featuring over 100 matches, analysts at Macquarie expect around 60% more games than the 2022 edition, creating significantly more opportunities for bettors worldwide.
Macquarie estimates that global wagers during the 2022 World Cup totaled more than $35 billion, roughly $500 million per match. Assuming a similar level of per-match activity, the 2026 tournament could surpass $50 billion in total bets. Additional growth may arise from popular new betting products such as same-game parlays and player proposition wagers, which have seen rapid adoption in recent years.
U.S. Market Growth Offers Further Upside
The U.S. sports betting landscape has expanded substantially since 2022, when only about 40% of Americans had access to legal wagering. By the start of the 2026 World Cup, approximately 65% of the population will have access to regulated sportsbooks, creating the potential for greater participation and higher betting volumes. This market growth is seen as a “high-variance outcome,” with Macquarie noting that the ultimate financial impact will depend on operators’ ability to retain customers and cross-sell iGaming products.
Operators with a broad international footprint and integrated online platforms are positioned to capture the bulk of World Cup-related growth. Flutter Entertainment, which owns brands including FanDuel, Betfair, and PokerStars, is highlighted as a key beneficiary, with roughly 35% of its business tied to European markets. Rush Street Interactive, with 20% of its operations in Latin America, and SG&H Capital, which derived 88% of its 2025 revenue from countries participating in the tournament, are also expected to see significant gains.
As InvestorsHub reports, analysts project that these companies could experience a 2% to 5% boost in EBITDA during 2027, as elevated wagering activity translates into measurable earnings growth. Sportradar and Genius Sports are similarly positioned to benefit from increased betting volumes and media partnerships during the event. While operators will see the greatest impact from international exposure, the matured U.S. market provides a sizeable additional opportunity for customer engagement and retention.
Long-Term Implications for Sportsbooks
The expanded World Cup format, combined with the continuing legalization of sports betting in the U.S., positions operators for both short-term revenue spikes and longer-term customer acquisition. Historical patterns indicate that large-scale tournaments often drive a sustained increase in account registrations, wagering activity, and participation in related iGaming products.
Macquarie’s assessment underscores the advantage of international diversification. Operators with established brands across multiple regulated markets, like Flutter, are more likely to convert the temporary surge in interest into lasting growth. As sportsbooks and iGaming platforms refine promotional strategies and wagering products, the 2026 FIFA World Cup is expected to become a pivotal event for the global betting industry.