There will be some considerable shifts in fan betting behaviour for the FIFA World Cup 2026 according to research published by Spotlight Sports Group.
The global media and technology company, whose popular sports brands include the Racing Post, conducted a survey of 600 fans across the UK, US and Latin America to provide some insight into potential betting behaviour around football’s global showpiece next summer.
“Our goal was to cut through the noise,” said Mark Langdon, Group Sports Director at Spotlight, speaking exclusively to SportsCasting Bets.
“In the build up to 2026 there has been a lot of commentary about potential negatives, whether that is the expanded format, political debate or logistical challenges.
“We wanted to understand whether those narratives actually reflected how fans and bettors feel.”
How Will World Cup 2026 Be Different To Previous Tournaments?
Among the findings in Spotlight’s 2026 World Cup Betting Outlook is that 66% of those who plan to bet will be laying wagers on the World Cup for the first time, a figure which increases to 90% when looking at the US market alone.
There will also be a surge in pre-match betting from UK fans, with 44% saying it’s a format they will turn to as they adapt to the late night and extreme early morning kick-offs across the three host nations.
The World Cup 2026 is being played across the United States, Canada and Mexico, which is a lot of ground for fans to cover over the 39 days of the tournament.
The US thrives on the mantra that “everything is bigger and better in America’” but whether that will ring true through the newly expanded World Cup remains to be seen.
The 2026 edition will feature 48 national teams, 16 more than before, and as a result will see the total number of matches rise from 64 to 104.
Due to the increased number of teams, an additional ‘Round of 32’ has been added to the knockout stage.
There was some unexpected support for Three Lions manager Thomas Tuchel after Pep Guardiola backed England to win the 2026 World Cup.
Manchester City’s Spanish boss said he felt like ‘part of the country’ as he is now enjoying his 10th season in the Premier League.
Are Fans Positive About The Expanded World Cup?
It has already had a big thumbs up from the betting audience.
“Our biggest surprise was the sheer level of enthusiasm for the tournament,” says Langdon.
“An overwhelming 93% of fans feel positive about the expanded 48 team format, and 86% say they expect to stay engaged for the full 39 days.
“For an event of this length, that level of commitment is remarkable.”
Results showed 70% of those surveyed planned to place a bet during the World Cup but only 7% felt confident in their own judgment.
That’s as clear a sign as any that betting companies need to provide clear and concise guidance to potential bettors through their targeted content and promotions.
“From a betting perspective, the most striking finding was the scale of first-time bettors entering the market,” says Langdon.
“Two thirds of those who plan to bet on the World Cup will be doing so for the first time, and in the US that figure rises to 90%.
“We also saw that 19% of all respondents will be placing their first ever football bet.
“We have not seen a shift of this size before, and it signals a clear need for operators to prioritise simplicity, education and trusted insight.”
Langdon stressed that the swell in first-time bettors added to a general lack of knowledge around the lesser footballing nations will see fans needing clear guidance.
“A huge number of people will arrive at this tournament without the base knowledge they would normally have for domestic football, so the operators who guide them best will be the ones who benefit most.”
Betting Companies Need To Keep Things Simple
Langdon also doesn’t see the need for betting companies to go overboard with their promotional offers or worry about presenting new formats or complicated accumulators.
Betting companies should stick to what they do best and ensure that winnings are paid promptly.
“I personally think there are enough markets already,” he says.
“What any sportsbook needs to be able to do is offer a strong all-round solution that covers competitive prices, strong boosts and informational and neutral, trusted content that can guide bettors into understanding more about the smaller nations without overwhelming novices.
“You need to settle winners quickly and I still think more education is needed around how some of these player prop markets are settled.”
One player guaranteed to feature in a lot of pre-tournament propositions is Manchester City striker Erling Haaland.
Last month, Haaland equalled Robert Lewandowski’s World Cup qualifying top scorer record for a single campaign, rattling in 16 goals in eight games as Norway topped Group I.
But beyond the big names, where will bettors turn?
“According to the survey, bettors with low knowledge want one place where everything is explained clearly: expert previews, team and player stats, and guidance they can trust,” says Langdon.
“That’s exactly what our World Cup Hub delivers.
“We bring together the content bettors trust most: in-depth match previews, data-driven insights and straight-forward explanations designed for every experience level.
“Whether someone is new to betting or wants a quick confidence boost, the hub gives them the clarity and reassurance they need to place a bet with certainty.”
Key Findings From Spotlight’s World Cup 2026 Betting Outlook
Spotlight Sports Group’s betting outlook for the 2026 World Cup contains some vital insight for the gambling industry as it prepares for a surge in first-time bettors.
- 66% of planned bettors will be betting on the World Cup for the first time
- In the US this rises sharply to 90%, signalling significant entry of new bettors into the market
- 70% plan to place a bet, but only 7% feel confident doing so
- 44% say late night and early morning kick off times, particularly for UK fans, will push them toward more pre match betting
- 96% want personalised betting content tailored to their interests
- Fans trust social media the least for betting insight
- 93% feel positive about the 48-team structure and 86% plan to stay engaged throughout the full 39-day schedule.
When Is The 2026 World Cup?
FIFA World Cup 2026 kicks-off on June 11, 2026, at the Estadio Azteca in Mexico City with the final set for July 19, 2026, at the MetLife Stadium in East Rutherford, around five miles west of New York City.
The gambling industry is already preparing itself for a betting bonanza as the newly expanded tournament will feature 104 games, a huge jump from the 64 played at each of the seven previous World Cups.
For the first time the World Cup will feature 48 teams, up from 32, with those nations divided into 12 qualifying groups with of four teams per group.
In addition to rumblings over the new format, some players have expressed their concerns about the suitability of the pitches and the climate at some of the host cities.
Argentina star Enzo Fernandez complained of feeling “a little dizzy” due to the heat while playing at the MetLife Stadium during the 2025 World Club Cup with Chelsea in July.
Speaking after their 2-0 semi-final win over Fluminense in East Rutherford he said: “I had to lie down. Playing in these temperatures is very dangerous.”
