ALP Becomes Official Partner of Matchroom Boxing for Nicotine Pouches

ALP, an innovative brand recognized as the fastest-growing provider of nicotine pouches in the United States, has recently made headlines by announcing its official partnership with Matchroom Boxing. This collaboration represents a significant milestone for both entities, particularly as ALP embarks on its first major venture in the UK and Ireland.

Founded in late 2024 as a direct-to-consumer brand, ALP has rapidly ascended to become the leading name in nicotine pouches sold directly to consumers across the U.S. According to Nielsen data, the brand achieved an extraordinary feat, capturing approximately 1% of all nicotine pouch sales in U.S. convenience stores within just 90 days of launching. Now, with a recent expansion into the UK and Ireland, initiated in July 2026, ALP aims to solidify its presence in the European market.

The partnership was officially unveiled on September 5, 2026, at Croke Park in Dublin, where prominent boxer Katie Taylor faced Flora Pili in a much-anticipated match for the undisputed Super Lightweight Championship. This event not only showcases premier boxing talent but also marks the debut of ALP's branding in the highly engaged boxing community of the UK and Ireland.

ALP ensures its remarkable visibility during significant matches by securing exclusive branding rights for three major Matchroom Boxing events. These events include the Taylor vs. Pili match at Croke Park, the Whittaker vs. Wallace fight on October 3, 2026, and the Smith vs. Puello match on October 24, 2026, both taking place at the Utilita Arena in Birmingham and Sheffield respectively. ALP will enjoy a unique presence within the ring, various promotional media, dedicated fan zones, and a series of digital content aligned with their brand image.

The demand for nicotine pouches has evolved considerably, often outpacing the offerings available in the market. Boxing stands out as one of the few realms where a nicotine product brand can flourish, primarily by appealing to the right demographic. “We have built our brand by maintaining elegance, speed, discipline, and strength—qualities that are essential for success inside the ring. Matchroom stages some of the biggest boxing fights worldwide, and being the sole nicotine pouch brand featured in this arena perfectly aligns with our brand strategy as we enter the UK, Ireland, and European markets,” said Lorenzo De Plano, co-founder and CEO of ALP.

Looking ahead, ALP intends to leverage this partnership not just to boost brand recognition but also to foster a responsible and engaged consumer base. The company produces non-tobacco nicotine pouches designed exclusively for adult consumers who are already tobacco users, emphasizing a legal age requirement for purchasers.

With this strategic partnership, ALP is poised to redefine its market presence while engaging with a dynamic audience that shares a passion for boxing. The collaboration highlights the continuing evolution of consumer products and their interplay with sports, providing unique opportunities to connect with potential customers.

In conclusion, as ALP shifts its focus to the vibrant markets of the UK and Ireland, this partnership with Matchroom Boxing not only enhances its visibility in the competitive landscape but also establishes the brand as a key player in innovative nicotine products inspired by the energy and enthusiasm of boxing culture.