ALP's Groundbreaking Alliance with Conor McGregor as Global Brand Partner

In a significant move that underscores the rapid growth of the nicotine pouch market, ALP, one of the industry's fastest rising brands, has forged a landmark partnership with renowned global combat sports figure Conor McGregor. This collaboration signifies not only a new chapter for ALP but also a promising trajectory for McGregor as he gears up for his much-anticipated return during International Fight Week this July.

Having been founded less than two years ago, ALP has already established itself as a disruptive force within the nicotine pouch segment. By focusing on premium product experiences and compelling, culturally resonant marketing campaigns, the brand has experienced swift growth.
Polina Lutsenko, ALP's Director of Partnerships, shared, "ALP was built around a bold, unapologetic mindset, and there's no one in combat sports who represents that spirit more authentically than Conor McGregor. He embodies the relentless drive, confidence, and attention-demanding presence that our brand stands for."

This partnership serves as a testament to ALP's commitment to investing in sports, culture, and impactful storytelling as it ramps up its expansion plans across diverse retail, digital, and experiential channels. Lorenzo De Plano, CEO of ALP, emphasized the significance of McGregor’s global audience, saying, "Conor's massive following combined with our storytelling capability presents a powerful combination. This collaboration will enable us to partners with authentic figures aligned with our vision. We are excited about this creative venture as we look toward international growth this summer."

As part of the alliance, ALP and McGregor will roll out a comprehensive 360-degree marketing campaign, created in collaboration with CFH. Studio, which will encompass various mediums such as broadcast, digital, social media, and experiential marketing to give fans a deeper insight into Conor's world. The partnership is poised to launch during high-impact events throughout the year, beginning with International Fight Week and continuing alongside significant cultural moments.

McGregor remarked, "The pouch market is experiencing tremendous growth, and ALP is leading the way on a global scale. Together, we will accelerate our market expansion and tap into new opportunities."

The collaboration also aligns with ALP's ambitious plans for international expansion, targeting launches in the European Union and South America within the coming months.

About ALP Supply Co.

ALP is a forward-thinking nicotine brand that seeks to redefine its category by emphasizing quality, user experience, and consumer independence. Constructed outside of conventional corporate paradigms, ALP creates products tailored for consumers who prioritize exceptional performance and purposeful actions. Jointly owned by Turning Point Brands (NYSE: TPB) and Tucker Carlson Network (TCN), ALP is committed to pushing industry boundaries and fostering innovative consumer engagement.
To learn more about ALP's products, visit ALP's website.