If there is one thing that stirs the emotions of fans and affects the finances of betting companies, it is major sporting events. World Cup, Olympics, Super Bowl, Champions League, Copa América… as soon as a tournament of this size appears on the calendar, the volume of bets skyrockets. And this is no coincidence: these events bring together everything that motivates a punter – emotion, narrative, media exposure and that feeling of “now’s the moment”.
In recent years, with the rise of online betting, this phenomenon has grown even more. Today, punters have access to different markets, constantly updated odds, live streaming and even tools that make combined bets easier. The result? During major events, the activity grows so much that many operators record historic highs. But why does this happen? What exactly turns these events into engines of betting around the world? Let’s break it down.
The first explanation is that the greater the emotion, the higher the chance that someone will place a bet. In a World Cup final, even those who do not follow football regularly decide to have a go. Betting becomes almost an extension of support, a way to “participate” more actively in the match. It is that classic feeling: if we are going to suffer, it might as well be for something. This emotional effect is so strong that betting volume can multiply by 5, 10, or even more, depending on the market. Bookmakers know this and prepare months in advance with campaigns, themed bonuses and new features.
Major events are the perfect showcase. Everyone is watching, commenting on social media, talking about it at work and consuming content about the matches. In this scenario, betting companies come in strong with adverts, sponsorships, influencers and activations. It is the perfect combination: lots of audience + lots of discussion + lots of advertising = explosion of sign-ups.
This became clear in the 2022 World Cup, when Brazil reached very high numbers of sports bets in just a few days. Many people placed a bet for the first time, encouraged by the hype around the national team.
Operators do not let the opportunity pass – quite the opposite. During huge events, it is common to see free bets, boosted odds for specific matches, cashback on high-risk markets, daily challenges, internal prediction tournaments and many other forms of interaction. In practice, these offers serve as fuel to increase overall volume. Regular punters bet more, and newcomers feel invited to try it.
Another important point is the variety of markets. In a regular round of a league, the betting profile tends to be similar. But in finals and semi-finals, punters become more creative. The most popular bets include:
– Who scores the first goal;
– Number of cards;
– Corners;
– Performance of specific players;
– Combined results;
– Exact scores.
In sports such as basketball and American football, this grows even more, with markets based on individual statistics (points, rebounds, yards, completed passes, etc.). The more options, the higher the volume.
Events such as the Super Bowl and the NBA finals have a huge global impact. Even those who do not follow American leagues closely feel curious to bet, because these are events with massive international visibility. The Super Bowl, for example, is considered the biggest betting day in the United States and has become a global reference. The game itself is a show, the halftime has huge performances, and people pay attention even if they do not know the rules. And, of course, this results in millions of bets.
During the FIFA World Cup 2022, it is estimated that the global volume of sports bets reached around US$35 billion, and growth compared to the 2018 edition may have been approximately 65%. In events such as the Euros and other major international tournaments, there are reports of significant jumps in betting volume and liquidity, which makes larger bets and more trader activity possible. Another 2025 survey indicated that global consumption of sports betting increased by 32% in the first quarter compared to the same period in 2024.
When the volume rises so much, operators enter a “commercial war mode”. Everyone wants to attract new users, retain existing ones and stand out with something innovative. This brings several implications:
– Greater investment in marketing;
– New technological features;
– Live streaming inside the app itself;
– More complete statistics;
– Faster cash out;
– Lighter and more intuitive apps.
In other words, it is a moment when the whole industry moves. The impact goes far beyond the match itself. But it is impossible to talk about betting volume without mentioning user behaviour. During major events, it is common to see greater impulsiveness in choices, a huge rise in live bets and the “herd effect”, when many people bet on the same outcome, as well as the search for predictions from influencers and friends. It is a period that mixes fun with adrenaline – great for those who bet responsibly, but risky for those who tend to overdo it. That is why betting companies and regulators also reinforce responsible gambling campaigns during these periods.
With all this combined, major events become true engines of the global betting market. Betting companies gain more visibility and revenue, users have more options and content, and the industry as a whole evolves technologically. And the trend is for even more growth. With more regulation around the world, greater professionalisation of operators and a public increasingly accustomed to digital environments, sporting events will remain the biggest catalyst for online betting.
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