As the 2026 FIFA World Cup approaches, Sportradar has released a new industry report examining the key opportunities and challenges facing sports betting operators across Latin America during football’s biggest global event.
The 2026 edition of the tournament is expected to redefine the scale of sports betting activity. With an expanded format featuring 104 matches played across 39 days, it will be the largest World Cup in history, creating unprecedented engagement opportunities for both fans and sportsbook operators.
Sportradar’s report explores how operators can capitalize on the anticipated surge in betting activity while transforming short-term tournament engagement into sustainable customer growth and long-term retention.
According to the report, global betting handle related to the World Cup could reach US$50 billion, reinforcing the tournament’s status as one of the most significant revenue-driving events for the sports betting industry worldwide.
One of the report’s key findings highlights the emergence of a new generation of bettors. Today’s consumers increasingly expect personalized, interactive, and engaging experiences, pushing operators to continuously innovate and deliver more sophisticated betting products and services.
The research also reveals that approximately 60% of consumers plan to place bets online or through mobile applications, underlining the continued dominance of digital channels as the preferred method for sports betting participation.
In addition, the World Cup is expected to attract a substantial number of first-time bettors. Sportradar estimates that 19% of participants will place their first-ever sports bet during the tournament, creating a significant opportunity for operators to develop acquisition and retention strategies targeted at new audiences.
To maximize the potential of the event, the report identifies three essential pillars for sportsbook success: enhancing the betting experience, strengthening fan engagement, and safeguarding market integrity.
Artificial intelligence is highlighted as a key enabler across all three areas. According to Sportradar, AI-powered technologies are increasingly helping operators deliver personalized recommendations, real-time engagement, and tailored content that improves the overall customer experience.
At the same time, the report emphasizes the importance of maintaining strong integrity measures and monitoring systems throughout the competition, particularly as betting activity and user participation are expected to reach record levels.
Sportradar concludes that the 2026 World Cup represents a unique opportunity for Latin American operators to accelerate growth, deepen customer relationships, and leverage emerging technologies to create more engaging, secure, and sustainable betting experiences.
With a record-breaking global audience and millions of potential new customers entering the market, the tournament is expected to become not only a historic sporting event but also one of the most transformative moments for the future of sports betting across the region.
