New research reveals over half of soccer bettors say major sporting events change how they bet, as Responsible Gambling Council launches on-the-ground campaign ahead of FIFA World Cup in Toronto

TORONTO, ON (June 16, 2026) — As the FIFA World Cup arrives in Toronto this summer, new findings from the Responsible Gambling Council (RGC) show that more than half of soccer bettors (52.7%) say their betting during major sporting events is not typical of their regular routine. In response, RGC is launching “You vs. You,” a multi-channel prevention awareness campaign meeting fans in their communities, in key transit hubs, and across the Greater Toronto Area during tournament play.

The findings come from the RGC Sports Betting Study, a five-year longitudinal study on sports betting in Canada. Among soccer bettors specifically, the data paints a picture of fast-paced, high-engagement betting activity during live matches. Young adults under 25 represent a particularly high-risk group for these fast-paced mechanics; 91.8% of all soccer bettors engage in live, in-play betting, 83.1% report micro-betting, and 89.3% use parlay bets.

Looking more broadly across all sports bettors, the study found that among those in the problem gambling category, 64.5% used cash-out features three or more times. This compares to just 11.7% among non-problem bettors, highlighting how specific betting features can be associated with higher-risk patterns. Cash-out features allow players to settle a wager early, creating a second decision point during live play.

“You vs. You” is designed to intervene during these moments of heightened activity. Beginning June 22 and running through the tournament’s final on July 19, the campaign will include branded activations at bars and restaurants across Toronto, Brampton, Scarborough, and Pickering. It also features bathroom mirror decals, street teams pairing Brand Ambassadors with PlaySmart Advisors, and out-of-home advertising reaching an estimated 8.9 million impressions.

“Our research tells us that major sporting events change how people bet,” said Sarah McCarthy, RGC CEO. “More than half of soccer bettors say their betting during these events doesn’t look like their regular routine. The World Cup is going to be an incredible experience for fans, and we want to make sure people have the tools and moments of pause to make decisions they feel good about. That’s why we’re showing up in the places where fans actually are: the bars, the streets, the transit stops.”

The campaign encourages fans to “Back yourself – bet within your budget” by setting a budget, understanding the bets they are placing, and checking in with themselves and their friends before and during matches. Resources are available at responsiblegambling.org/for-the-public/problem-gambling-prevention/plan-before-you-play/.

The “You vs. You” campaign is supported by the Responsible Internet Gambling Fund (RIGF) from the Government of Ontario.

About the Responsible Gambling Council

The Responsible Gambling Council is an independent, non-profit organization dedicated to preventing gambling harm across Canada and globally. For more than 40 years, RGC has delivered evidence-based awareness programs, advanced responsible gambling best practices, and facilitated the internationally recognized RG Check accreditation program. RGC works with regulators, operators, researchers, treatment providers, community organizations, and people with lived experience to ensure gambling safeguards are in place and that all people have access to the information and support they need. Visit responsiblegambling.org.

Media Contact: 

Patrick Moore
Senior Manager, PR & Communications
Responsible Gambling Council
patrickm@rgco.org
www.responsiblegambling.org

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