U.S. sportsbooks are viewing the 2026 World Cup more as a prime opportunity for customer acquisition than a straightforward revenue windfall. Predictions suggest the total betting handle could exceed $4 billion, depending on how far the U.S. progresses in the tournament. However, operators are emphasizing the longer-term value of new bettors who can be engaged with other betting products beyond soccer. The tournament is set to kick off on June 11 in Mexico City, concluding with the final in New Jersey on July 19. This timing is strategic, occurring during a lull in sports activity, aside from MLB and WNBA games, as the NBA and NHL seasons will wrap up by June 19.
In This News
DraftKings Eyes New User Growth
DraftKings CEO Jason Robins is optimistic about the World Cup’s potential for customer acquisition. Still, during the company’s Q1 earnings call, Robins stated, “I have very high expectations for World Cup when it comes to customer acquisition and engagement.” However, he tempers this enthusiasm regarding immediate revenue potential, noting that while soccer bets won’t match the volume of NFL or NBA wagers, the event’s marketing reach—especially in untapped states like California, Texas, and Florida—promises major new sign-ups. Robins also mentioned that DraftKings’ prediction investments are intensifying as the World Cup nears, with impressive results in customer acquisition seen already. “The numbers don’t lie,” he implied, hinting that even if betting volumes don’t skyrocket, the influx of new users could boost long-term growth.
Rush Street Interactive Looks to Latin America
Rush Street Interactive is keenly looking towards Latin America to expand its customer base during the World Cup. CFO Kyle Sauers highlighted the company’s success in Colombia during the 2024 Copa America as a model. “We’re very excited about the player acquisition that comes along with [the World Cup],” Sauers remarked, noting that their active users in Colombia rose by 170% during the Copa America. The expectation is that the World Cup, with its convenient time zones for American audiences, will attract a sizeable betting interest that can be channeled into their online casino offerings. CEO Richard Schwartz added, “This is a chance for us to capture a large amount of interest from bettors in these markets.” The ability to captivate audiences within their own time zones provides a rare strategic advantage, potentially increasing the number of recreational users willing to explore other gaming options.
Fanatics Enhance Offerings with Strategic Partnership
Fanatics is ramping up its engagement strategies by partnering with ADI Predictstreet for the World Cup. This collaboration aims to enrich Fanatics’ prediction markets, offering an interactive branded experience replete with tournament news and official player data. Matt King, CEO of Fanatics Betting & Gaming, explained, “We are excited to bring that experience to Americans this summer. The World Cup Hub gives fans a more immersive way to follow the tournament in real time.”
This initiative underscores Fanatics’ commitment to delivering a broad and engaging experience for fans, potentially capturing the attention of those intrigued by both betting and the sport itself.
Projected Betting Handle and Market Implications
Estimates for the U.S. World Cup betting handle vary, with projections ranging from $2.5 billion to over $4 billion, contingent on the U.S. team’s performance. Eilers & Krejcik anticipates a base handle of $2.82 billion, about three times the 2022 World Cup handle, spurred by more games and expanded sports betting legality across states. Conversely, Deutsche Bank’s Steven Pizzella estimates a $3.3 billion base, suggesting even the lower projections exceed investor expectations—potentially boosting digital operators’ stock. Almost $2.4 billion of the handle is expected to originate from market leaders DraftKings and FanDuel. The final numbers, however, depend heavily on the tournament’s progression and audience engagement. While the exact financial outcome remains uncertain, the focus clearly lies on using the World Cup’s visibility to expand U.S. sportsbooks’ reach. The next key date? The tournament’s kickoff on June 11 marks the beginning of this potential customer acquisition windfall.
Marcus Chen brings a quantitative approach to poker strategy and sports betting analysis. With a background in data analytics and over eight years covering professional poker circuits, his articles combine statistical insights with practical advice for serious players looking to sharpen their edge at the table.
