ALP Becomes Official Nicotine Pouch Partner for Matchroom Boxing Events

ALP Partners with Matchroom Boxing

In a significant move for the rapidly ascending nicotine pouch brand ALP, the company has officially become the nicotine pouch partner for Matchroom Boxing. This marks ALP's first major partnership in the UK and Ireland, paving the way for its expansion into European markets. The announcement comes as ALP gears up for a thrilling autumn boxing schedule set to kick off at Dublin's Croke Park on September 5, 2026.

This partnership is not merely a branding exercise; it represents a calculated strategy to tap into the lucrative boxing market, where passionate fans converge. The partnership debuts with the highly-anticipated match between Katie Taylor and Flora Pili for the undisputed Super Lightweight Championship, expected to draw an audience of 80,000 live fans and millions watching via DAZN around the globe.

Founded in late 2024, ALP made a name for itself in the nicotine pouch industry by focusing exclusively on direct-to-consumer sales without traditional retail channels. Remarkably, ALP became the leading DTC nicotine pouch brand in the United States within two years, achieving 1% of total sales in US convenience stores in less than 90 days, according to Nielsen data. The brand's swift expansion across 11 European markets began in July 2026, making its UK and Ireland debut.

ALP's exclusive category rights within Matchroom Boxing stretch across three prominent events, strategically positioned in front of the sport's most fervent audiences. Following the opener in Dublin, boxing fans can look forward to matches in Birmingham and Sheffield on October 3 and October 24, respectively. Throughout these events, ALP will enjoy prominent in-ring and on-screen branding and will establish fan activation stations where attendees can engage with the brand.

The partnership is timely, addressing a burgeoning demand for nicotine pouches that has eclipsed the supply available in the market. Showcasing at such high-profile boxing events provides ALP a remarkable opportunity to establish its footprint within the industry, where they can resonate with adult audiences searching for nicotine alternatives.

ALP's Co-Founder and CEO, Lorenzo De Plano, emphasized the synergy between the brand's values and the qualities that define boxing: "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 as we make our first push into markets in the UK, Ireland, and Europe."

This strategic partnership is expected to enhance ALP’s visibility while resonating with a target audience that values quality products tailored for existing nicotine users. With Matchroom Boxing being home to some of the biggest names and fights in the sport, ALP's presence signifies a bold entry into the European market, potentially setting a new standard in the nicotine pouch sector.

Moving forward, ALP plans to build on this partnership to enhance brand recognition and encourage responsible usage among adult nicotine consumers. The nicotine pouches are intended exclusively for adults of legal age and carry messages about nicotine's addictive nature, highlighting the brand's focus on responsibility, safety, and increased awareness.

About ALP: ALP Supply Co. LLC is co-owned by Turning Point Brands (NYSE: TPB) and the Tucker Carlson Network. Headquartered in the USA, ALP produces tobacco-free nicotine pouches, which are available online across the UK, Ireland, and Europe via alppouch.eu.

Overall, ALP’s entrance into the ring with Matchroom Boxing symbolizes much more than mere branding—it reflects a strategic push into new markets with the intent of establishing itself as a leader in the nicotine pouch industry in Europe.