ALP Becomes Official Nicotine Pouch Partner of Matchroom Boxing Events

America's fastest-growing nicotine pouch brand, ALP, has made its mark in the UK and Ireland by securing a partnership with Matchroom Boxing. The deal, which will see ALP become the official nicotine pouch partner across three of Matchroom's biggest events in the coming months, marks a significant expansion for the brand into European markets.

Founded in late 2024, ALP quickly rose to the top as the leading direct-to-consumer nicotine pouch brand in the United States. According to Nielsen data, the brand achieved a 1% market share in just under 90 days, outpacing expectations and setting the stage for its international rollout. ALP launched in the UK, Ireland, and Europe in July 2026, aiming to establish a presence in 11 markets.

The brand's expansion into the UK and Ireland will be showcased at three high-profile boxing events. The first event will take place at Croke Park in Dublin on September 5, 2026, where Katie Taylor will face Flora Pili for the undisputed Super Lightweight Championship. The event is expected to draw 80,000 fans and will be broadcast live worldwide on DAZN. Following this, the partnership will continue with matches between George Whittaker and Jamal Wallace at the Utilita Arena Birmingham on October 3, and David Smith and Fernando Puello at the Utilita Arena Sheffield on October 24.

Under the terms of the agreement, ALP will enjoy exclusive in-ring and broadcast presence at all three events, with additional fan engagement initiatives planned. The brand will also feature prominently in a Matchroom digital series, providing further exposure to its products.

The partnership underscores the growing demand for nicotine pouches, particularly in the context of boxing, where adult nicotine brands can find a receptive audience. Lorenzo De Plano, co-founder and CEO of ALP, echoed this sentiment, 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 as we make our first push into markets in the UK, Ireland, and Europe."

ALP Supply Co. LLC is a US-based brand co-owned by Turning Point Brands (NYSE: TPB) and Tucker Carlson Network. Its tobacco-free pouches are intended exclusively for existing adult nicotine users of legal age and are available across the UK, Ireland, and Europe via alppouch.eu. ALP's commitment to its target demographic is reflected in its cautionary messaging, which warns that nicotine is an addictive chemical and that products are not for sale to minors.

The partnership with Matchroom Boxing is a pivotal step for ALP as it seeks to establish a foothold in the UK, Ireland, and other European markets. The events' high-profile nature and large audience are expected to provide a significant boost to the brand's visibility and credibility.