Initiative aims to drive sales for 100,000 retailers
BESTWAY Wholesale has unveiled its World Cup 2026 national activation that it says will support more than 100,000 independent retailers.
The large-scale, omnichannel campaign is designed to help convenience store owners maximise spend and drive footfall across core match-day food and drink categories, with targeted promotions and multibuy mechanics.
Running across 60-plus depots nationwide from now until Thursday 16 July 2026, the initiative combines in-depot theatre, digital communications and targeted trade media engagement to help retailers capitalise on heightened consumer demand throughout the tournament.
At the heart of the campaign is the ‘Bestway Stadium’ concept, with depots transformed into full-scale football environments, creating a dynamic retail theatre.
The high-impact visual displays showcase leading brands and promotional mechanics across categories associated with tournament viewing occasions, helping retailers quickly identify strong promotional opportunities and maximise sales during peak demand periods.
There’s a focus on soft drinks, crisps & snacks, confectionery and licensed products, which have been among Bestway’s strongest-performing categories during previous football-led trading periods.
This year’s campaign will feature strong supplier participation, with headline multi-buy deals on Glacéau Smartwater and Powerade, alongside compelling promotional activity across leading energy drink brands, including Monster and Red Bull.
Licensed offers will also play a key role, with deals from major brands including Peroni from Asahi, helping retailers build highly relevant match-day missions across beer, soft drinks, snacks and confectionery.
Featured supplier brands will benefit from prominent positioning within Bestway’s high-impact in-depot theatre, ensuring strong visibility at the point of purchase while helping retailers drive linked purchases and basket spend throughout the tournament.
Kenton Burchell, group trading director at Bestway Wholesale, said: “Major sporting tournaments like the Fifa World Cup create significant trading opportunities for independent retailers, particularly across key food and drink categories linked to match-day occasions.
“Our World Cup 2026 activation has been designed to provide retailers with a clear, structured platform to capture this demand.
“By combining captivating in-depot theatre with strong promotional mechanics and co-ordinated digital communications, we are creating an environment that encourages engagement, drives visibility for supplier brands and ultimately helps retailers maximise sales throughout the tournament.”
