ALP Partners with Matchroom Boxing as Official Nicotine Pouch Provider

ALP Becomes Official Nicotine Pouch Partner of Matchroom Boxing

In an exciting development for fans of boxing and nicotine pouch enthusiasts alike, ALP, the fastest-growing nicotine pouch brand in the United States, has officially partnered with Matchroom Boxing. This alliance represents ALP's bold entry into the competitive markets of the United Kingdom and Ireland, kicking off a promising expansion into Europe.

The partnership will commence on September 5, 2026, and will be marked by an exhilarating event at Croke Park in Dublin. This occasion will feature a highly anticipated match between Katie Taylor and Flora Pili for the undisputed Super Lightweight Championship before an eager crowd of approximately 80,000 fans. Notably, this match will also be broadcast live on DAZN, introducing ALP’s brand to a wider audience.

Founded at the end of 2024, ALP quickly established itself as a direct-to-consumer company, bypassing traditional retail channels. Remarkably, the brand achieved a significant 1% share of all recorded nicotine pouch sales in U.S. convenience stores within just 90 days of launch, as reported by Nielsen. By July 2026, ALP had rolled out its products across eleven markets, including the UK and Ireland, alongside its distinguished global partner, UFC champion Conor McGregor.

The partnership with Matchroom Boxing not only enhances ALP’s visibility but also secures exclusive category licensing rights for three major match events hosted by the organization. The fight series will proceed with another thrilling showdown on October 3, featuring Whittaker against Wallace at Utilita Arena Birmingham, followed by yet another action-packed fight between Smith and Puello on October 24 at Utilita Arena Sheffield. Throughout these events, ALP will not only be present ringside but will also engage fans with promotional booths and a branded Matchroom digital series.

Lorenzo De Plano, co-founder and CEO of ALP, highlighted the ethos behind their brand, stating, “We have built this brand by moving with grace, speed, decisiveness, and strength—qualities that are essential for excelling in the boxing ring. Matchroom hosts some of the biggest fights in the sport globally. As the only nicotine pouch brand in this segment, we find ourselves exactly where we want to be while taking our first steps in the UK, Ireland, and European markets.”

ALP products are designed specifically for adult nicotine consumers, providing a tobacco-free solution aimed at a mature audience. It is crucial to note that these products are intended solely for adults who already consume nicotine. With the increasing demand for nicotine pouches exceeding market supply, boxing has emerged as a prime venue for such brands to access substantial adult audiences effectively.

As the nicotine pouch market burgeons, ALP's partnership with Matchroom Boxing stands as a testament to its innovative approach and strategic market penetration. This collaboration marks a significant step in enhancing brand presence in both traditional sports cultures and within emerging product categories, solidifying ALP's position as a leader in the nicotine pouch industry. For fans and consumers alike, this partnership promises exciting events that celebrate both boxing and responsible nicotine consumption.

For more information about ALP’s products, visit alppouch.eu.

About ALP

ALP Supply Co. LLC is a U.S.-based nicotine pouch brand, co-owned by Turning Point Brands (NYSE: TPB) and the Tucker Carlson Network. ALP’s tobacco-free pouches are available in the UK, Ireland, and across Europe, strictly for adult nicotine consumers. As with all nicotine products, they are addictive, and they are not intended for use by minors.