The FIFA World Cup 2026 will be the biggest edition to date, and its scale raises some points for operators to think about.
A Spotlight Sports Group report has highlighted an expected surge of first-time bettors during 2026 FIFA World Cup
The global media and technology company’s World Cup 2026 Betting Outlook, published on December 4, found 70% of respondents plan to place a bet during the tournament.
The research surveyed 600 sports fans across the UK, USA, and LATAM in November 2025. Most respondents were aged between 25 and 44.
While 70% said they plan to wager, only 7% feel confident doing so, with a key factor being the number of people planning to bet for the first time. First-time World Cup bettors make up 66% of the survey pool, with 19% saying it will be their first football-related bet, and in the US 90% will be betting for the first time.
Spotlight Sports Group said this influx of new bettors presents numerous opportunities for operators, as respondents reported if they are unsure, they are more likely to follow expert analysis. This suggests operators could capture a large new customer base by providing trusted tips, in-depth match previews and detailed player and team statistics.
“The data shows that the 2026 World Cup will bring a huge wave of new and inexperienced bettors into the market,” said Mark Langdon, Group Sports Director at Spotlight Sports Group.
“Operators that deliver simple onboarding, strong pre-match insight and personalised content will be best positioned to capture and engage this audience.”
The tournament also presents a chance to rebuild trust in gambling.The past few months have seen allegations of manipulation in the UFC, NBA and MLB, prompting FBI investigations, athlete suspensions, and a wider debate over sports betting.
The impact is reflected in a Pew Research Center survey which found 43% of US adults now believe sports betting is bad for society, up from 34% in 2022.
Size, size, size
The 2026 World Cup, hosted across the US, Mexico, and Canada, has generated significant media attention, with much of the focus on its size. The tournament will feature 48 teams and 104 matches.
While some critics are worried the expansion was commercially motivated and might dilute the qualifiers, Spotlight Sports Group’s research suggests fans are enthusiastic. Around 93% support the expanded format, and 86% plan to stay engaged from the first kick-off to when the trophy is lifted.
However, the larger scale also introduces new challenges. Beyond Hospitality told Insider Sport there will be logistical issues, with fans facing long travel distances and uncertainty about match locations after the group stage. This also affects partners and hospitality companies planning personalised activations.
Looking at fans not attending in person, time zone differences may complicate viewing. Betting companies may benefit, however, as 44% of respondents said unusual kick-off times will lead them to place more pre-match bets, and 72% of UK fans plan to watch matches at unconventional hours.
