Sportsbooks Target World Cup Soccer Boom as Betting Operators Eye Long-Term Growth

With the 2026 FIFA World Cup set to kick off on June 11 across the United States, Mexico, and Canada, sportsbooks are preparing for what could become the biggest soccer wagering event in American history.

Operators are rolling out new promotions, expanded betting products, and marketing campaigns aimed at converting unprecedented World Cup interest into sustained growth for soccer betting.

According to Sports Business Journal, sportsbook operators see the tournament as a unique opportunity to grow a category that has traditionally represented less than 5% of U.S. legal sports betting handle. With the World Cup being played largely on U.S. soil and featuring an expanded 48-team format, executives believe they can attract both existing bettors and a new wave of soccer fans.

Industry research firm Eilers & Krejcik projects U.S. betting handle for the tournament could range from $2.3 billion to $4.3 billion depending on how far the U.S. men’s national team advances.

A likely Round of 16 appearance would generate roughly $2.8 billion in wagers, making the World Cup one of the largest betting events ever held in the United States.

Sportsbooks Launch New World Cup Strategies

Leading operators are using the tournament to introduce new products and customer acquisition efforts. FanDuel plans to offer goal-based promotions that reward customers with bonus betting credits during the opening days of the tournament. The company has also launched advertising campaigns featuring former U.S. soccer star Landon Donovan as it seeks to increase engagement with soccer bettors.

DraftKings is using the World Cup to showcase its expanded “super app” strategy. The platform will provide traditional sportsbook wagering in regulated states while offering prediction market products in states without legal sports betting, allowing it to reach a broader audience than ever before. Sportsbooks are also emphasizing:

• Same-game parlays
• Player prop bets
• Live betting markets
• Group winner futures
• Golden Boot markets
• Tournament winner futures

These products have become increasingly popular among American bettors and are expected to drive engagement throughout the tournament’s 104 matches.

Why the World Cup Matters for Soccer Betting

The World Cup represents a rare opportunity for sportsbooks to grow soccer betting beyond the tournament itself. The legal online sports betting market has expanded significantly since the 2022 World Cup, with roughly 32 million additional Americans now living in states where mobile sports betting is available.

Operators hope that exposure to World Cup wagering will lead customers to continue betting on leagues such as the English Premier League, UEFA Champions League, MLS, and international competitions after the tournament ends.

Industry executives view the event as a chance to permanently increase soccer’s share of the American betting market. If wagering reaches projected levels, soccer could account for roughly one-quarter of all U.S. sports betting activity during the tournament period.

Prediction Markets Continue Expanding

While sportsbooks prepare for a surge in betting activity, prediction markets are becoming an increasingly important part of the World Cup landscape.

Platforms such as Kalshi and Polymarket have launched extensive World Cup event contracts covering tournament winners, group winners, Golden Boot markets, host nation performance, and individual match outcomes. These platforms allow users to trade positions based on probabilities rather than placing traditional fixed-odds wagers.

Prediction markets have gained significant traction over the past two years and are increasingly viewed as competitors to sportsbooks, particularly in jurisdictions where traditional sports betting remains unavailable. Some operators have responded by developing their own exchange-style products and prediction market offerings.

A Defining Moment for the Industry

The 2026 World Cup is expected to generate more than $50 billion in wagers globally and could become the largest betting event in soccer history. For sportsbooks, the challenge is not simply maximizing handle during the tournament, but creating long-term soccer betting customers after the final whistle.

Whether through traditional sportsbooks or emerging prediction markets, the World Cup appears poised to reshape how Americans engage with soccer betting for years to come.