Bestway Wholesale has launched a national World Cup 2026 activation to help independent retailers drive sales across key match-day categories during the tournament.

The wholesaler said the campaign builds on the success of its EURO 2024 programme, which delivered an average 44 per cent sales uplift for participating brands.

The World Cup 2026 activation will run across more than 60 depots nationwide from 22 May to 16 July 2026, supporting more than 100,000 independent retailers.

Bestway said the campaign will combine in-depot displays, digital communications and trade media activity to help retailers capitalise on higher demand during key fixtures.

The wholesaler said the FIFA World Cup is one of the most important trading periods for the convenience channel, with previous tournaments generating more than £1bn in UK food and drink sales.

At the centre of the campaign is Bestway’s “Bestway Stadium” concept, which will see depots transformed with football-themed displays designed to recreate the energy of match day.

Retailers visiting depots will see pitch-side hero zones, stadium-inspired displays and tunnel-style brand activations, with featured products positioned across key categories including soft drinks, crisps, snacks, confectionery and alcohol.

Bestway said these categories were among the strongest performers during previous football-led trading periods.

The 2026 campaign will include headline multibuy deals on Glacéau Smartwater and Powerade, alongside promotional activity across energy drink brands including Monster and Red Bull.

Licensed offers will also feature, including deals from beer brands such as Peroni from Asahi, as Bestway looks to help retailers build stronger match-day missions across beer, soft drinks, snacks and confectionery.

Bestway Wholesale group trading director Kenton Burchell said major sporting tournaments created “significant trading opportunities” for independent retailers.

“Our World Cup 2026 activation has been designed to provide retailers with a clear, structured platform to capture this demand,” he said.

“By combining captivating in-depot theatre with strong promotional mechanics and coordinated digital communications, we are creating an environment that encourages engagement, drives visibility for supplier brands and ultimately helps retailers maximise sales throughout the tournament.

“Building on the strong results we delivered during EURO 2024, where participating brands saw an average uplift of 44 per cent, this year’s campaign will once again provide retailers with the tools, pricing and promotional support they need to make the most of one of the biggest trading moments of the year.”

Bestway said the campaign reinforces its focus on large-scale seasonal activations that support independent retailers around major trading events.