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Sportsbooks have always looked to the Super Bowl and March Madness as the undisputed twin peaks of sports gambling.
Soccer, however, has lived at the breadcrumbs of American sports betting culture -- a niche interest relegated to morning distractions for a dedicated few. But this summer, as the FIFA World Cup arrives on North American soil, the global game dynamic is about to change in a dramatic way.
With the 2026 FIFA World Cup kicking off across the United States, Canada and Mexico, industry analysts estimate that as much as $4.4 billion will be wagered on the tournament in the U.S. alone. That figure represents more than double the handle of the 2022 World Cup in Qatar.
To put that in perspective, approximately $1.7 billion was wagered on Super Bowl LX earlier this year, and March Madness drew an estimated $3 billion in bets. The World Cup, spread across six weeks and 104 matches, is poised to dwarf both of those totals.
The World’s Game
While the domestic numbers are staggering, they are part of a massive global tidal wave. Total World Cup handle projections hover around $70 billion, representing more than a 65% increase from the 2022 tournament.
The fact that the World Cup spans over a six-week period during the summer with ideal watch times from midday through midnight significantly aids engagement. The Super Bowl has a two-week buildup, but just one game, while the NCAA Tournament runs for just half of the World Cup’s schedule.
Additionally, format changes with this year’s tournament -- expanding the field from 32 to 48 teams -- results in 40 additional matches for bettors to consume.
USA’s Longshot Odds
Naturally, a significant portion of domestic enthusiasm will center on the U.S. Men’s National Team (USMNT). Analysts at Eilers and Krejcik Gaming project that if Team USA can put together a deep run, the total U.S. handle could spike to unprecedented levels.
Yet, while public money will undoubtedly flood in to back the home nation, oddsmakers remain deeply skeptical about the squad's actual ceiling. A telling moment occurred following the roster reveal on May. When most sportsbooks held firm after the final USMNT roster was announced, BetOnline.ag made waves by shifting the team’s odds to win the tournament from 80/1 to 100/1.
While that move provided bettors with the single best value on the board anywhere in the world (with the next closest option currently sitting at 75/1), it signaled a stark reality…bookmakers simply do not believe the Americans are anywhere close to hoisting this year’s FIFA World Cup Trophy.
"USA's true odds should really be closer to 200/1," said Dave Mason, BetOnline's Brand Manager. "But the books understand that Americans are going to back USMNT whether the odds are 50/1 or 500/1. It's the 'patriotic homer' in us — but betting with your heart instead of your head rarely pays off."
Whether the USMNT defies the odds or exits early, the commercial trajectory of this tournament is set. The 2026 World Cup is no longer just a sporting event…for the American gaming industry, it’s the ultimate jackpot.
Props on the Pitch
Of course, these days bettors are looking for action far beyond traditional win-loss outcomes. The modern gambler is fascinated by exotic prop bets and there are so many unique ones being offered for this World Cup.
BetOnline.ag, which offers what is widely regarded as the most extensive menu of World Cup prop bets in the world, are positioned to capture significant action from bettors seeking more granular ways to engage with every match. The props go well beyond yellow cards, corners and hat tricks as the website boasts markets involving pitch invaders, rules infractions, celebrity sightings and even political protests.
- Don Shapiro, Gambling911.com
