Stock market betting firms hope for World Cup penalty drama

Betting companies listed on the Stockholm Stock Exchange are hopeful that the expanded 2026 FIFA World Cup will lead to a surge in profits. The tournament, set to feature 48 teams and host 104 matches, presents an unprecedented number of betting opportunities, from missed penalties to shots hitting the crossbar or corner kicks taken in the wrong minute.

For betting operators, the sheer volume of games translates directly into more selling occasions. Betsson, which stands as the only major pure-play betting operator remaining on the Stock Exchange after the acquisitions of Kindred and Leovegas, views the upcoming World Cup as a potentially massive event. The company anticipates a significant boost in both new customer acquisition and overall betting volume during the tournament.

The increased scale of the World Cup is expected to drive engagement from both seasoned bettors and newcomers. The extended duration and larger number of matches provide a sustained period of high interest, allowing companies like Betsson to capitalize on fan enthusiasm. This expansion is not just about more games; it's about creating a more immersive and continuous betting experience throughout the nearly six weeks of competition.