{"id":3796,"date":"2026-07-18T05:06:07","date_gmt":"2026-07-18T05:06:07","guid":{"rendered":"https:\/\/americanmovershub.com\/?p=3796"},"modified":"2026-07-18T05:06:07","modified_gmt":"2026-07-18T05:06:07","slug":"the-world-cup-has-a-gambling-problem","status":"publish","type":"post","link":"https:\/\/americanmovershub.com\/?p=3796","title":{"rendered":"The World Cup has a gambling problem"},"content":{"rendered":"
\n

About a week after the World Cup began in June, an obscure New York State office set up tables at a watch party on Long Island with a message that felt downright countercultural: It\u2019s OK, the ads argued, not to gamble. <\/p>\n

Read more Is BYU a football or men\u2019s basketball school?<\/a><\/p>\n

Known as the \u201cTake a Pause\u201d campaign, the program\u2019s origins go back to early 2025, when it launched to coincide with Super Bowl LIX and March Madness. It has run continuously since then, but with the World Cup final to be played across the Hudson in New Jersey this Sunday, organizers with the Office of Addiction Services and Supports knew a unique opportunity beckoned. <\/p>\n

This year\u2019s World Cup has been the most-wagered-on sporting event in history, with some projections as high as nearly $600 billion in bets. And if you\u2019ve watched any of the games, you\u2019d probably guess as much, given the proliferation of ticker ads for ADI PredictStreet and Kalshi, FIFA\u2019s official prediction market partners, as well as its sports gambling partner, Betano. <\/p>\n

This is new for FIFA, which until this year had never partnered with prediction markets or given gambling outfits anything approaching this level of visibility at the men\u2019s World Cup (it did partner with Betano regionally in 2022). \u201cFIFA is committed to continually enhancing the fan experience and embracing innovation that brings supporters closer to the game,\u201d FIFA President Gianni Infantino said in the press release announcing the partnership with ADI PredictStreet. \u201cBy partnering with FIFA, ADI Predictstreet will be introducing an exciting new way for fans around the world to engage with football.\u201d In other words: With sports gambling and prediction markets (which are functionally the same thing) continuing their American takeover, FIFA couldn\u2019t stand to miss out.<\/p>\n

\u201cIt doesn\u2019t come as a surprise. They\u2019re always looking for new revenue,\u201d says Samindra Kunti, a Belgian journalist who has covered FIFA and gambling as long and as thoroughly as anyone. He points to other prominent FIFA partnerships with a crypto outfit and Saudi Arabia\u2019s national oil company as examples. Yet something about the betting partnerships, he contends, is uniquely troubling given FIFA\u2019s status as the supposed custodian of the game. <\/p>\n

\u201cThe rightful question to ask is, if you are custodian of the game, surely you are not going to promote gambling on your sport?\u201d Kunti adds. \u201cBut as ever, in particular with FIFA, commercialism and money trumps any other meaningful considerations.\u201d<\/p>\n

Knowing that, the \u201cTake a Pause\u201d campaign tried to meet people where they were. Rather than scold, it used gentler language, encouraging folks to just give gambling a break. The campaign \u201cscored\u201d on Long Island, per a post on X with, as of this writing, 43 total views. A similar post on LinkedIn attracted eight likes. <\/p>\n

The program isn\u2019t insignificant; its World Cup efforts include 1,000 billboards placed in subway stations across New York City since early June, spokesman Evan Frost tells me, as well as three more ads each on the Long Island Railroad and Metro North platforms. They\u2019ve also flown QR-coded advertisements from planes and driven around mobile billboards as part of a $1.25 billion budget allocation for the Office. <\/p>\n

\n

\u201cWhat, exactly, are we trading the Beautiful Game for?\u201d<\/p>\n<\/blockquote>\n

But that\u2019s the Office\u2019s full<\/i> budget \u2014 not just the \u201cTake a Pause\u201d campaign\u2019s. Kalshi\u2019s most recent valuation, meanwhile, was $22 billion. Polymarket, its largest competitor, stands at $15 billion. And both of them have spent major money advertising around this World Cup. <\/p>\n

On TV, Kalshi turned to Timoth\u00e9e Chalamet as spokesman, while Polymarket leaned on British-Nigerian filmmaker Gabriel Moses to direct its visually striking \u201cQuestions Are Everything\u201d campaign. And even during the games themselves, FIFA\u2019s official sponsorship with Kalshi-partnered ADI PredictStreet is a regular highlight of the pitchside ad ribbon. <\/p>\n

With the World Cup officially embracing gambling, the most-watched sporting event in human history has become a delivery system for an industry that exploits addiction. Sports betting has already saturated much of American fandom for years, but is any institution \u2014 civic, athletic or otherwise \u2014 willing to say no? Or, better yet, capable <\/i>of saying no?<\/p>\n

\u201cTake a Pause\u201d tried its best, but when I asked Kunti about it, he told me he hadn\u2019t seen a single one of its ads. Instead, particularly in New York, he\u2019s been stunned by the depth of Kalshi\u2019s and Polymarket\u2019s total, seemingly unopposed proliferation.<\/p>\n

\u201cIt\u2019s a torrent of advertisements everywhere,\u201d Kunti says. <\/p>\n

They\u2019ve been noticeable and inescapable since he touched down, from Newark airport to the subway to Times Square, where he saw former Mexican goalkeeper Guillermo Ochoa and former American soccer legend Clint Dempsey urge onlookers to \u201cTrade the Beautiful Game.\u201d <\/p>\n

It\u2019s almost too on the nose.<\/p>\n

Too suggestive of the question at the heart of gambling\u2019s takeover of the World Cup \u2014 and everything else: What, exactly, are we trading the Beautiful Game for? <\/p>\n

\u2018This is illegal\u2019<\/h3>\n

It really wasn\u2019t long ago that all of this was impossible. For decades, U.S. law prohibited the proliferation of sports betting outside Las Vegas and a few other carveouts like horse racing and jai alai. But in 2018 \u2014 just eight years ago \u2014 New Jersey and its Atlantic City casinos successfully sued and overturned the law that had previously governed sports betting, unleashing a new era for American sports fandom. <\/p>\n

It started with companies like DraftKings and FanDuel, which quickly pivoted from their fantasy football businesses to offer traditional wagers. Big names in traditional gambling and sports like Caesars, MGM and ESPN soon followed suit. And more recently, prediction markets have emerged as the latest evolution. <\/p>\n

Though they function differently from traditional sportsbooks, cosmetically they are almost identical, and their business model is the same: Get as many people to place wagers on outcomes as possible, and take a cut of the action. Prediction markets continue to operate in a legal gray area, with states like Utah vowing to fight them all the way, but they\u2019ve thoroughly infiltrated the cultural fabric of this nation. However, they remain illegal in many places abroad, which has created challenges around the World Cup. <\/p>\n

No event is more watched globally, and global regulators have struggled to adapt. Across the European Union; in Asian nations including Singapore, Indonesia and India; in New Zealand and Australia; and in Brazil and others, temporary or permanent bans on prediction markets have become common and contentious. Even the in-game ads are troubling. But options are limited. <\/p>\n

Kunti, for example, reached out to the Netherlands\u2019 gambling commission to ask about the ribbon ads clearly visible during games. \u201cTheir point of view was absolutely adamant,\u201d Kunti says. \u201cThis is illegal.\u201d So he then reached out to the country\u2019s national broadcaster, seeking clarification as to why it was allowing illegal ads to be shown. <\/p>\n

It didn\u2019t have a choice, the broadcaster explained. <\/p>\n

It was just too difficult to fight. \u201cWhich I think is a lame answer because they can use a digital overlay,\u201d Kunti adds. \u201cBut they said it would be too time-consuming and take away from their core mission.\u201d<\/p>\n

\n

\u201cI worry that we\u2019re moving into a world where people don\u2019t think it\u2019s worth caring about something unless they get some sort of financial return from it.\u201d<\/p>\n

\u2014 \u00a0Joon Lee<\/span><\/p><\/blockquote>\n

There have been some more hopeful moments. Kylian Mbapp\u00e9, the French forward who is arguably the best player in global soccer right now, has adamantly refused to partner with any gambling companies, calling the practice \u201cdestructive,\u201d especially for young people and even people he knows personally. Mbapp\u00e9 also used his considerable influence to oppose his inclusion in officially licensed World Cup ads for a gambling partner of the France Football Federation. <\/p>\n

\u201cI think it\u2019s notable to hear people like Mbapp\u00e9 talking about how they\u2019re not taking gambling money,\u201d says Joon Lee, an independent sports journalist who has covered the World Cup extensively and spoken openly about his own refusal to take sponsorship money from gambling sites and prediction markets. It\u2019s notable because it\u2019s rare, which has made Lee stop and pay attention. <\/p>\n

But even more, gambling around the World Cup has forced Lee to monitor a much more uncomfortable, undeniable development. \u201cThere\u2019s already,\u201d he says, \u201cthis kind of vibe in the air.\u201d<\/p>\n

\u2018Perception is reality\u2019<\/h3>\n

Amid the gambling scandals that have rocked the sports world again and again recently, many are starting to openly suspect ulterior motives in players and referees. That may not seem like a huge problem right now, but if it blossoms, it could undermine the entire enterprise of competitive sports. <\/p>\n

\u201cThe credibility of these games is ultimately based on people\u2019s perception of it. Perception is reality when it comes to credibility,\u201d Lee says. \u201cAnd I think that there are people within the industry who are underplaying how much suspicion there actually is in regard to this stuff, regardless of whether or not it\u2019s true. And I think the industry needs to be more concerned about that degrading credibility.\u201d<\/p>\n

Lee became a sports reporter because he believes in the unifying potential of games. Growing up in Boston, nothing brought his community together like the Red Sox. Sports were his \u201cfirst language,\u201d and gambling pollutes that language, he believes, by shifting it from a language of stories and emotional investment to a language of odds and financial opportunism. <\/p>\n

\u201cWhen you introduce gambling into it, it makes it feel much more transactional, in part because your emotional investment in these games becomes so tied to whatever bet you place versus the investment you might feel in your community or the fan base or the people around you,\u201d he says. \u201cI worry that we\u2019re moving into a world where people don\u2019t think it\u2019s worth caring about something unless they get some sort of financial return from it.\u201d<\/p>\n

\n

\u201cIt just continues to make fans feel like they\u2019re being squeezed out of every last dollar that they have.\u201d<\/p>\n

\u2014 \u00a0Joon Lee<\/span><\/p><\/blockquote>\n

He personally backs up that idea by refusing gambling money, even though the return could be substantial. \u201cMy understanding from people who have taken this money,\u201d he says, \u201cis that the rates are often four to five times what you might be getting from a regular sponsor.\u201d <\/p>\n

Gambling companies, in other words, are literally and openly attempting to buy out any and all potential opposition. <\/p>\n

Read more Opinion: Love is not agreement \u2014 How to cherish someone you disagree with deeply<\/a><\/p>\n

The same day I spoke with Lee, he later posted a screenshot of an email to his Instagram story featuring yet another overture from Polymarket. \u201cPersonally been a huge fan of your journalism for a while,\u201d the email\u2019s author wrote. Which is either an outright lie, given Lee\u2019s outspoken opposition to taking gambling money \u2014 or, if true, perhaps even more revealing of Polymarket\u2019s plans to wear him, and others like him, down. <\/p>\n

Lee isn\u2019t even against gambling, exactly. He\u2019s put money on fantasy football leagues. He\u2019s made small bets with friends. And he can see why leagues and properties like the World Cup have so thoroughly embraced it. <\/p>\n

\u201cIt\u2019s hard to deny the impact (gambling) has on bringing people in, and people feeling like they have some sort of stake in the games because they have some money on it,\u201d he says. But that new kind of investment often comes at the expense of the older, more familiar kind that drew Lee to sports in the first place. And over time, that has consequences \u2014 at the World Cup and beyond. <\/p>\n

\u201cI think what it has also done is I think it just continues to make fans feel like they\u2019re being squeezed out of every last dollar that they have,\u201d Lee adds. \u201cThe entire industry, and maybe just, like, living in this world right now, it feels like we as citizens have been squeezed out for every single last dollar. And it feels like this is just an extension of that.\u201d<\/p>\n

\u2018More and more\u2019<\/h3>\n

Arty Smith first noticed something major had changed about two years ago. He\u2019s been a high school math teacher for 33 years, so he\u2019s seen plenty of generational changes through the decades. But this one was different. <\/p>\n

It became too apparent to ignore when, one day after class, he dismissed his students for an assembly. \u201cMake sure you get over to the auditorium on time,\u201d he said. Then he overheard two boys chatting as they walked out. \u201cWhat\u2019s the over\/under,\u201d one of them said of the assembly guest, \u201con how long this dude speaks?\u201d<\/p>\n

From that moment forward, Smith started noticing gambling lingo all over his students\u2019 vernacular. \u201cOur kids\u2019 relationships with sports has just changed,\u201d he says. \u201cThey used to primarily just be fans. And I know gambling has been around forever, but nowadays kids are constantly talking in terms of odds. Especially for males.\u201d<\/p>\n

Smith, however, didn\u2019t despair. Instead, he sensed an opportunity. <\/p>\n

His math classes focus on applied math \u2014 statistics and data science. He could leverage his expertise and experience, he thought, to reach his students in a way others could not.<\/p>\n

\u201cThe language of gambling is mathematics,\u201d he adds. \u201cIf you don\u2019t understand probability, if you don\u2019t understand odds or mathematical expectation, you are a sitting duck,\u201d he says. \u201cYou\u2019re going to be taken advantage of. And that\u2019s what the gambling industry is counting on.\u201d<\/p>\n

\n

\u201cThe goal is to get them hooked.\u201d <\/p>\n

\u2014 \u00a0Arty Smith<\/span><\/p><\/blockquote>\n

He often ponders a poll published by Siena College and St. Bonaventure University in 2024 that 80% of online sports bettors think they can make money in the long run. It would be a laughable finding \u2014 exceedingly few, if any, sports bettors make any money in the long run \u2014 if it wasn\u2019t so terrifying. So Smith developed a 35-minute talk weaving math and storytelling that, he\u2019s proud to say, drops that number to 11%. <\/p>\n

\u201cI think we all agree it\u2019s important we talk to our kids about drugs and alcohol and unsafe sex,\u201d he says. \u201cGambling needs to be included in there as well. And virtually nobody is doing it.\u201d<\/p>\n

If anyone is filling that void, it\u2019s gambling companies themselves. That\u2019s something Smith tries to emphasize: These companies will do anything and everything to get young people on their platforms. They partner with influencers and college fraternities. They give away free money in all their commercials. It reminds Smith of how the tobacco industry used to give free cigarettes to soldiers, as a little patriotic treat.<\/p>\n

\u201cBut of course,\u201d he adds, \u201cthe goal is to get them hooked.\u201d <\/p>\n

Toward that end, the World Cup is but one line in the water, albeit one hunting marlin more than bluegill. \u201cIt\u2019s an opportunity for them to get people, especially kids, involved with the way that they market it,\u201d Smith says. \u201c\u2018You think you know soccer? Place a bet on Kalshi!\u2019 They are very much promoting it as a game of skill. Something that, if you\u2019re smart enough, if you\u2019re savvy, if you play soccer, if you watch a lot of soccer, well, you can make money doing this.\u201d<\/p>\n

Which, of course, is a lie \u2014 but that\u2019s the bait. <\/p>\n

And those lures are currently lingering in every layer of the water, sports and beyond. <\/p>\n

Smith\u2019s 18-year-old daughter reported that Kalshi bombarded her with ads ahead of the much-anticipated conclusion of the reality TV show \u201cLove Island,\u201d encouraging her to wager on who would win. \u201cThey don\u2019t care whether they get teen girls or soccer fans,\u201d Smith says. \u201cThey just want more and more people to start doing this.\u201d<\/p>\n

\u2018America\u2019s most-neglected major problem\u2019<\/h3>\n

Les Bernal sees this as a bigger issue than gambling companies. Governments, from federal regulators looking the other way on prediction markets to states whose budgets rely on gambling taxes, are also to blame. As director of the advocacy group Stop Predatory Gambling, he\u2019s interested in more than just casual sports betting. Those kinds of bets, as he sees them, are more of a gateway to something much more lucrative. And the World Cup is the biggest gateway of them all. <\/p>\n

He cites a 2024 report from The Wall Street Journal that found 70% of revenue at one online sportsbook was made possible by just 0.5% of users. \u201cThe entire business model is about identifying which of these gamblers are gonna fall into this 0.5%,\u201d Bernal says. And the companies have very effective data harvesting tools to make that possible. <\/p>\n

\n

\u201cWe refer to online gambling as gambling fentanyl. That\u2019s how addictive it is.\u201d<\/p>\n

\u2014 \u00a0Les Bernal<\/span><\/p><\/blockquote>\n

The number one indicator, though, is quite simple: \u201cDo you chase your losses?\u201d In other words, when you lose, do you try to make that money back as quickly as possible? Those customers are the backbone of the gambling economy, and gambling companies will give them every possible perk to keep them chugging along toward bankruptcy. \u201cWe refer to online gambling as gambling fentanyl,\u201d Bernal says. \u201cThat\u2019s how addictive it is.\u201d<\/p>\n

And when it comes to sports, that has a corrosive influence. It changes the nature of the game for anyone who places a wager. \u201cIt\u2019s not about the sport. It\u2019s about keeping people in constant action,\u201d Bernal says. \u201cPeople are just looking for the next bet, and it\u2019s not about enjoying the sport for the drama or the competition.\u201d And even those who don\u2019t wager can\u2019t avoid the fallout. <\/p>\n

\u201cSports today have become all about the gambling. They squeeze the sports around the gambling,\u201d Bernal adds. \u201cAnd the significance of it is this: These companies are driven by greed. There was no grassroots movement for this type of relentless wagering. This was driven by very powerful financial interests.\u201d<\/p>\n

Bernal is proud that his group has attracted support from the political left and right alike, because \u201cthere are some shared values in our country despite all the pushes to try to get people to split apart.\u201d <\/p>\n

Yet the opposite is also true: Many on the left and right are quite supportive of \u2014 even dependent on \u2014 gambling. \u201cYou want to change the direction of our country?\u201d Bernal asks. \u201cYou can\u2019t do it without taking government out of the gambling business.\u201d<\/p>\n

Until that happens, he foresees online casinos as the next frontier. Currently legal in only eight states, the industry is lobbying for nationwide legalization. The margins on digital table-style games are incredibly lucrative \u2014 much more so than sports wagers. <\/p>\n

Both DraftKings and FanDuel already operate online casinos, and they use their substantial sports betting user base to channel people toward these new gambling avenues. In the short term, Bernal, like Smith, worries about what that could mean for young people in particular, who have never known a world free from all these gilded apps. <\/p>\n

\u201cYou\u2019re talking about an epidemic of gambling addiction among young adults and teens today that\u2019s metastasized,\u201d he says. \u201cAnd I use that word deliberately, metastasized<\/i>, across our country.\u201d<\/p>\n

But even more, he worries what it portends for America\u2019s future. <\/p>\n

\n

\u201cLas Vegas values have become the cultural touchstone for our country.\u201d<\/p>\n

\u2014 \u00a0Les Bernal<\/span><\/p><\/blockquote>\n

\u201cThe institution of predatory gambling is America\u2019s most neglected major problem,\u201d he says. \u201cGambling marketing and advertising is what we push on the American people more than anything else. And what we incentivize to the American people shapes our national character. So if you care about the state of our society today, whether it\u2019s our politics or our culture \u2014 Las Vegas values have become the cultural touchstone for our country. Like, that\u2019s it.\u201d<\/p>\n

And it will be plainly visible Sunday, when Argentina takes the field against Spain across the Hudson from New York City. As in the past, there will be a game to play, and that game will reverberate around the world in a way only the World Cup can. Including, for the first time in a World Cup final, pitchside gambling ads. <\/p>\n

When I spoke with Kunti, the Belgian journalist, on Wednesday, he\u2019d just that morning flown to Atlanta from New York\u2019s LaGuardia Airport, where he\u2019d noticed a Kalshi ad displayed on an airport monitor. \u201cI was barely awake and there you go,\u201d he told me, \u201cyou have another advertisement.\u201d <\/p>\n

He still hadn\u2019t seen any ads for \u201cTake a Pause,\u201d or any other kind of anti-gambling campaign or intervention. But he remembered the one where Ochoa and Dempsey urged onlookers to \u201ctrade the beautiful game\u201d \u2014 a marketing slogan that\u2019s also an admission: To trade the beautiful game is to trade it away. <\/p>\n

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Ahead of Spain-Argentina final, why are ads for Kalshi, Polymarket, ADI PredictStreet and Betano everywhere?<\/p>\n","protected":false},"author":1,"featured_media":3795,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[],"class_list":["post-3796","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-indepth"],"yoast_head":"\nThe World Cup has a gambling problem - American Movers Hub<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/americanmovershub.com\/?p=3796\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The World Cup has a gambling problem - American Movers Hub\" \/>\n<meta property=\"og:description\" content=\"Ahead of Spain-Argentina final, why are ads for Kalshi, Polymarket, ADI PredictStreet and Betano everywhere?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/americanmovershub.com\/?p=3796\" \/>\n<meta property=\"og:site_name\" content=\"American Movers Hub\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-18T05:06:07+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"17 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/americanmovershub.com\\\/?p=3796#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/americanmovershub.com\\\/?p=3796\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/americanmovershub.com\\\/#\\\/schema\\\/person\\\/b68c8483906c0d2987f271455f0177af\"},\"headline\":\"The World Cup has a gambling problem\",\"datePublished\":\"2026-07-18T05:06:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/americanmovershub.com\\\/?p=3796\"},\"wordCount\":3466,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/americanmovershub.com\\\/?p=3796#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/americanmovershub.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/1ae92f150d17d667988698859f9916c6.avif\",\"articleSection\":[\"InDepth\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/americanmovershub.com\\\/?p=3796#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/americanmovershub.com\\\/?p=3796\",\"url\":\"https:\\\/\\\/americanmovershub.com\\\/?p=3796\",\"name\":\"The World Cup has a gambling problem - 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