ALP Takes a Major Step Forward as Official Nicotine Pouch Partner of Matchroom Boxing in the UK and Ireland

ALP's Official Partnership with Matchroom Boxing

On September 5, 2026, ALP, the United States' fastest-growing nicotine pouch brand, officially entered the UK and Ireland markets by partnering with Matchroom Boxing. This strategic alliance not only establishes ALP as the exclusive nicotine pouch partner for Matchroom but also marks a significant milestone in the brand’s effort to expand into Europe.

The partnership kicks off at Croke Park, Dublin, where Katie Taylor will compete against Flora Pili for the undisputed Super Lightweight Championship in front of a passionate audience of 80,000 boxing fans, with the fight being broadcast live globally through DAZN. This event serves as a powerful platform for ALP, showcasing its commitment to integrating within the heart of a sport that captures the attention of millions.

Founded in late 2024, ALP Supply Co. LLC initially operated as a direct-to-consumer brand without traditional retail distribution. Remarkably, in less than two years, it climbed to become the number one DTC nicotine pouch brand in the U.S. Recent Nielsen data indicates that it captured approximately 1% of all nicotine pouch sales in U.S. convenience stores in under 90 days.

In July 2026, ALP extended its brand presence to the UK, Ireland, and other European markets as part of a broader expansion into 11 territories. Notably, the brand counts UFC champion Conor McGregor among its global partners, further enhancing its visibility and credibility.

Matchroom Boxing serves as an ideal venue for ALP’s expansion, as the collaboration includes exclusive category rights in three of the promoter's major events, reaching one of the most passionate boxing audiences. Following the season opener at Croke Park, the partnership will continue with critical fights, including Whittaker vs. Wallace at Utilita Arena Birmingham on October 3, and Smith vs. Puello at Utilita Arena Sheffield on October 24. ALP will ensure its presence is felt throughout these events, with exclusive branding showcased in the ring, on broadcasts, and through fan engagement stations at the venues.

The nicotine pouch category has seen a rapid increase in demand, outpacing current offerings in the market. With boxing being one of the few arenas where an adult nicotine brand can grow significantly in front of the right audience, ALP is poised to seize this opportunity.

“Building this brand is similar to performing in the ring; it requires agility, speed, discipline, and strength,” stated Lorenzo De Plano, co-founder and CEO of ALP. “Matchroom stages some of the biggest fights globally, and to be the sole nicotine pouch brand in that environment aligns perfectly with our ambitions as we enter the UK, Ireland, and European markets.”

ALP’s products are aimed exclusively at adult nicotine users and are marketed responsibly in accordance with legal regulations. The brand emphasizes adherence to age restrictions, clearly stating that their products are intended for adults aged 21 and over to ensure responsible consumption.

In summary, ALP's new partnership with Matchroom Boxing represents a strategic leap into European markets. By leveraging the popularity of boxing, ALP positions itself strongly in the competitive nicotine pouch landscape, aiming to capture the attention of adult consumers while maintaining a focus on responsible marketing and consumption.