ALP Makes a Bold Move as the Official Nicotine Pouch Partner of Matchroom Boxing

ALP Expands into New Markets with Boxing Partnership

In a significant move to establish its footprint in international markets, ALP, recognized as the fastest-growing nicotine pouch brand in the United States, has announced its partnership with Matchroom Boxing. This collaboration marks ALP's first major initiative in the UK and Ireland, solidifying its commitment to tapping into the European market.

The partnership will officially kick off on September 5, 2026, at the iconic Croke Park in Dublin, where boxing champion Katie Taylor will face off against Flora Pili for the undisputed Super Lightweight Championship. With an expected audience of 80,000 fans, this event represents a remarkable platform for ALP to showcase its brand.

ALP was established in late 2024 with a focus on direct-to-consumer sales and quickly gained traction in the competitive nicotine pouch market. Within two years, the brand ascended to the top position in the U.S. market, achieving an impressive market share that rose to 1% of all measured convenience store sales within just three months. This rapid growth highlights the increasing consumer interest in nicotine alternatives, particularly among adult users seeking options without traditional tobacco products.

Following its successful launch in the U.S., ALP expanded its presence to the UK, Ireland, and across Europe in July 2026, entering 11 markets simultaneously. Notably, the brand has secured partnerships with prominent figures, including UFC champion Conor McGregor, which bolsters its visibility and credibility globally.

The partnership with Matchroom Boxing is a strategic move that allows ALP to gain exclusive category rights at three major boxing events. Following the Dublin event, the partnership will continue with two more significant matches: Whittaker vs. Wallace at Utilita Arena Birmingham on October 3 and Smith vs. Puello at Utilita Arena Sheffield on October 24. During these events, ALP will enjoy exclusive in-ring and broadcast recognition, comprehensive on-site fan engagement, and a dedicated digital series through Matchroom's platforms.

Lorenzo De Plano, ALP’s Co-Founder and CEO, commented on the partnership's significance, stating, "We built this brand by moving with grace, speed, discipline, and strength. All these qualities are core tenets when it comes to performing well in the boxing ring. Matchroom puts on some of the biggest fights in the sport anywhere in the world. Being the only nicotine pouch brand in that ring is exactly where we want to be." This partnership exemplifies ALP's strategic approach as it ventures into new markets with a bang.

The nicotine pouch category has seen demand outpace supplies, with boxing events emerging as prime venues for adult nicotine brands to make impactful introductions. ALP's growth strategy aims to capitalize on this surge in interest, establishing a solid presence in lucrative markets dominated by passionate sports fans. As matching brands and events capture the attention of millions, ALP is poised to elevate its brand recognition amidst an audience that aligns with its values and products.

ALP, co-owned by Turning Point Brands and Tucker Carlson Network, markets its tobacco-free nicotine pouches exclusively to adults of legal age. The brand emphasizes responsible marketing and consumption, promoting its products through partnerships and visibility at events that resonate with its target demographics.

As ALP continues to reshape its strategy and expand its demographic reach, this partnership with Matchroom Boxing represents not just a marketing venture but a measured commitment to growth and community integration across new regions. The brand's presence in the boxing arena is sure to excite fans and introduce them to the benefits of its innovative nicotines pouches. Through this partnership, ALP is not just stepping into the ring; it is making a powerful statement about its ambitions on the global stage.