Canadian sports betting operator Bet99 can’t wait for a World Cup that’s set to deliver “must-see TV” and huge betting interest this summer.
Key Takeaways
- Bet99 expects prime-time kickoffs and home-country interest to drive World Cup wagering.
- The Canadian operator plans to educate new soccer bettors and providing deep markets.
- CANMNT is the most-bet team to come out of Group B.
The World Cup, scheduled for June 11-July 19, returns to North America for the first time since 1994, before online sports betting really took off. Bet99 manager Cliff Adelman told Covers this week that an expanded 48-team soccer field and a more Canadian-friendly time slot is going to have mass appeal across one of the three hosting nations.
“For starters, it’s rare for the World Cup to line up so well with North American viewing schedule,” Adelman said. “Traditionally, Canadians have had to sneak away from work to catch a 10 a.m. kickoff. This time, many matches will land right in prime time. It’s going to feel like must-see TV every night for a month, almost like having Monday Night Football every day.”
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Backing a nation
The Canadian men's national team received the top draw in Group B, followed by Bosnia and Herzegovina, Qatar, and Switzerland. The home team, which will play matches in Toronto and Vancouver, is the most-bet country at Bet99 to come out of this group since Italy failed to qualify.
Canada's World Cup odds are +210 to advance at Bet99 heading into its June 12 opener against Bosnia and Herzegovina. Adelman noted the operator has seen a significant increase in Quebec sign-ups with the Habs making the Eastern Conference Final of the Stanley Cup Playoffs.
He expects a similar experience, or even a greater impact, if Canada makes a deep run in the World Cup.
“When Canada is on the field, Canadian pride shows up not just in the stands, but at the betting window as well,” Adelman said. “Team Canada gained valuable experience in Qatar, but expectations are much higher this time around with home soil advantage and what many perceive as a favorable draw.
“Local watch parties and a frenzy of media coverage will make the World Cup unavoidable across the country. Naturally, that increased exposure will translate into more betting activity. And if Canada makes a Cinderella run, I’d expect bettors to continue backing the storyline with their wallets.”
Spain, with +450 World Cup odds, has taken the most bets to win this year’s tournament, Adelman said. Portugal at +1,000 and England at +600 have also received a lot of wagering interest. Austria (+15,000) is a notable dark horse.
Multicultural event
Just how much handle the World Cup generates is tough to predict for the entire sports betting industry, according to Adelman. New teams and fan bases in the expanded field leave a lot of unknowns for just how many dollars will be wagered.
Bet99 plans to have daily props for all teams, plenty of on- and off-field markets for CANMNT, and even novelty betting on weather, transit delays, and celebrity attendance. Bet99 foresees a lot of new and casual customers getting in on the action. Adelman said the operator will educate bettors on the different ways to bet and handicap soccer.
“In a multicultural country like Canada, that creates a level of nationwide engagement and betting interest we really haven’t seen before,” Adelman said.
