The 2026 World Cup generated record wagering across major US sportsbooks, giving operators an expanded customer base they can seek to retain as attention shifts to American football.

Key Takeaways:

• Major sportsbooks reported record soccer betting during the World Cup, with several identifying the Spain-Argentina final as their most-bet soccer match ever.
• Operators attributed the surge in part to the tournament’s North American location, favorable viewing times, increased access to regulated sports betting, and strong interest in the US team.
• Bakowicz says the influx of World Cup bettors gives sportsbooks a larger audience to reach as they develop marketing strategies for the upcoming NFL season.

“They’re going to have a bigger and wider population to cast a net over from a marketing strategy to get them involved in the NFL,” Matt Bakowicz said.

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