London and Dublin – September 08, 2026 -- ALP, the fastest-growing nicotine pouch brand in the United States, has secured category-exclusive rights as the Official Nicotine Pouch Partner of Matchroom Boxing, marking its first major sponsorship push into the UK and Ireland.
ALP locks exclusive rights across three Matchroom events this autumn
The deal covers exclusive in-ring and broadcast presence, on-site fan activation stations and a branded Matchroom digital series across three fights: Katie Taylor vs. Flora Pili for the undisputed Super Lightweight Championship at Croke Park in Dublin on 5 September, 2026, before 80,000 fans and broadcast live worldwide on DAZN; Whittaker vs. Wallace at Utilita Arena Birmingham on 3 October; and Smith vs. Puello at Utilita Arena Sheffield on 24 October.
ALP scaled from zero to US market leader in under two years
Founded in late 2024 as a direct-to-consumer operation with no retail distribution, ALP became the number one DTC nicotine pouch brand in the US within two years. Nielsen data show the brand captured an estimated 1% of all measured US convenience-store nicotine pouch sales in fewer than 90 days of launch.
Company expands into 11 European markets after July 2026 launch
ALP launched across the UK, Ireland and Europe in July 2026 as part of a rollout spanning 11 markets. The brand counts UFC champion Conor McGregor among its global partners and is co-owned by Turning Point Brands (NYSE: TPB) and Tucker Carlson Network.
CEO says boxing offers scale for adult nicotine marketing
ALP Co-Founder and CEO Lorenzo De Plano said the brand was built on "grace, speed, discipline, and strength," qualities he tied to boxing performance, adding that being the sole nicotine pouch brand in the ring is where the company wants to be as it enters the UK, Ireland and European markets.