Spotlight Sports Group Releases 2026 World Cup Betting Outlook As Industry Prepares For Surge In First Time Bettors
New research reveals high intent to bet, major entry of first time bettors and rising demand for personalised, trusted content ahead of the biggest World Cup in history.
Spotlight has released its 2026 World Cup Betting Outlook, presenting new insights into how fans will watch, bet and engage across the expanded 48 team, 39 day tournament.
Key findings show major shifts in fan betting behaviour:
👉 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
👉 Social media is the least trusted source of betting insight
The research also highlights strong enthusiasm for the expanded tournament format itself, with 93% feeling positive about the 48 team structure and 86% planning to stay engaged throughout the full 39 day schedule.
Mark Langdon, Group Sports Director at Spotlight Sports Group, said:
“The data shows that the 2026 World Cup will bring a huge wave of new and inexperienced bettors into the market. Operators that deliver simple onboarding, strong pre-match insight and personalised content will be best positioned to capture and engage this audience.”
The Spotlight Sports Group 2026 World Cup Betting Outlook can be read in full here.
The findings will be discussed in detail during Spotlight Sports Group’s SBC webinar Engaging Audiences During the 2026 World Cup on Thursday 4 December at 2pm GMT you can register here.
About the research
The survey gathered responses from 600 sports fans across the UK, US and LATAM.
About Spotlight Sports Group
Spotlight Sports Group is a global media and technology company with a clear purpose, to set the standard for trusted, customer driven experiences across global racing and sports betting. Guided by our mission to create experiences that fans love, we combine more than 40 years of heritage with bold innovation to deliver award winning content, data and digital products. With over 400 employees worldwide, our portfolio includes Racing Post, Pickswise, myracing and Free Super Tips, as well as the international marketing agency ICS digital and ICS translate. Together, we partner with leading operators, affiliates and media groups to power growth and engagement across the industry.
Notes to editors:
For any questions, please contact alex.cottee@spotlightsportsgroup.com