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Read Article World Cup 2026 could generate $50 billion in bets, but here's what sportsbooks really want
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Written by Damien Souness, Chief Experience Officer
Reviewed by Nick Slade
The 2026 World Cup could generate more than $50 billion in global betting activity, but sportsbooks may be focused on something even more valuable than the wagers themselves.
A new report from investment bank Macquarie suggests the 2026 World Cup could generate more than $50 billion in global betting activity.
But despite the eye-catching number, sportsbooks may not view the tournament the same way bettors do.
According to Macquarie, the biggest financial benefit from the World Cup may not arrive during the tournament itself. Instead, operators are expected to focus heavily on acquiring new customers and converting them into long-term bettors after the final whistle blows.
For bettors, this helps explain why sportsbooks are preparing so aggressively for the biggest World Cup in history.
Why sportsbooks view the 2026 World Cup differently than bettors
The 2026 tournament will feature 48 teams and 104 matches across the United States, Canada and Mexico.
That's roughly 60% more matches than the 2022 World Cup and significantly more opportunities for betting activity.
Macquarie estimates global wagering could exceed $50 billion during the tournament, helped by the expanded format, stronger North American betting access, growing popularity of player props, increased same-game parlay activity and wider global participation.
That outlook aligns with projections from Deutsche Bank, whose analysts last month forecast that the 2026 World Cup could generate between $2.5 billion and $4.1 billion in US betting handle, with a base-case estimate of $3.3 billion.
Yet sportsbooks appear focused on something else.
Management teams across the industry have increasingly described the World Cup as a customer acquisition event rather than a short-term profit driver.
The objective is simple: attract casual soccer fans, keep them engaged throughout the tournament and convert them into long-term customers for the NFL, NBA, NHL and other sports after the World Cup ends.
Why sportsbooks care more about 2027 than 2026
One of the more interesting findings in Macquarie's report is that much of the financial upside may not appear until the following year.
The bank projects operators could see a 2-5% uplift in EBITDA during 2027, depending on customer retention, cross-selling into online casinos, sportsbook engagement after the tournament and exposure to football-focused markets.
That highlights an important reality about modern sports betting.
Major sporting events increasingly serve as acquisition funnels rather than standalone revenue opportunities.
A bettor who signs up during the World Cup and remains active for years can be worth significantly more than any revenue generated during a single tournament.
North America could play a major role
The World Cup arrives at a very different time for sports betting in North America than it did in 2022.
Macquarie notes that legal sports betting access in the United States has expanded significantly since the last tournament.
At the same time, the tournament's North American hosting arrangement creates favorable viewing times for many of the industry's most important betting markets.
That combination could help introduce millions of casual sports fans to betting products for the first time.
What bettors should understand
For bettors, the biggest takeaway is that the World Cup is likely to trigger intense competition between sportsbooks.
If Macquarie's projections prove accurate, the 2026 World Cup could become one of the largest betting events ever held.
But the real winners may ultimately be the operators that keep those customers long after the tournament ends.
To give you the most accurate and helpful information, this article has been reviewed and edited by Nick Slade through our fact-checking process.
Damien Souness is Chief Experience Officer at Cipher Sports Technology Group, helping lead sports media brands such as Dimers. He specializes in creating trustworthy and data-driven content for sports fans, with experience working for globally recognized sports and media organizations.
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