Bestway Wholesale has unveiled its World Cup 2026 activation, a nationwide omnichannel campaign designed to help independent retailers drive footfall and maximise sales across key match-day categories.
Running until 16 July across more than 60 depots, the programme will support over 100,000 independent retailers through a mix of in-depot theatre, digital communications and trade media activity.
The campaign builds on the group’s Euro 2024 activation, which delivered a 44% average sales uplift for participating brands, with a greater focus on driving engagement and incremental sales during peak trading periods.
Timed around key fixtures, the activation is designed to help retailers convert increased demand for food and drink into higher spend per visit through targeted promotions and multibuy deals. Major football tournaments remain a significant trading opportunity, with previous events generating more than £1bn in UK food and drink sales.
At the centre of the campaign is the ‘Bestway Stadium’ concept, with depots transformed into football-themed environments featuring pitch-side displays, tunnel-style activations and prominent brand zones. The approach is aimed at improving visibility for participating suppliers and helping retailers identify high-performing lines quickly.
Core match-day categories including soft drinks, crisps and snacks, confectionery and licensed products are a key focus, reflecting strong performance during previous tournaments. Promotions include multibuy deals on Glacéau Smartwater and Powerade, alongside activity on energy drink brands such as Monster and Red Bull.
Licensed beer also forms part of the activation, with offers on Peroni from Asahi, supporting cross-category purchasing across drinks and snacking lines.
The campaign is bolstered by digital and social activity, alongside the trade message ‘Mix your range, Max your sales’, encouraging retailers to expand their offering to capture additional spend.
