London and Dublin – September 10, 2026 -- ALP, the fastest-growing nicotine pouch brand in the United States, has been named Official Nicotine Pouch Partner of Matchroom Boxing, marking its first major commercial alliance in the UK and Ireland and a formal entry point into European expansion.
The agreement grants ALP exclusive category rights across three flagship Matchroom events this autumn, positioning the brand in front of what the company calls boxing's most engaged UK and Ireland audience.
ALP scaled from zero to roughly 1% of US convenience store nicotine pouch sales in under 90 days
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 in under two years, according to Nielsen data cited by the company. The brand launched in the UK, Ireland and continental Europe in July 2026 as part of an 11-market expansion, with UFC champion Conor McGregor among its global partners.
Partnership begins September 5 at Croke Park with Katie Taylor vs. Flora Pili before 80,000 fans
The Matchroom deal opens with the undisputed super-lightweight title fight between Katie Taylor and Flora Pili at Croke Park, Dublin, broadcast globally on DAZN. It continues with Whittaker vs. Wallace at Utilita Arena Birmingham on October 3, and Smith vs. Puello at Utilita Arena Sheffield on October 24.
ALP secures exclusive ringside and broadcast placement across all three fight cards
Across the three events, ALP will hold exclusive in-ring and broadcast presence, alongside on-site fan interaction stations and a Matchroom-produced, ALP-branded digital series.
"We built this brand moving with grace, speed, discipline and force. Those same qualities are essential to succeeding in the ring. Matchroom runs some of the biggest fights in boxing globally. Being the only nicotine pouch brand in that ring is exactly where we want to be as we launch into the UK, Ireland and European markets,