ALP Signs Matchroom Boxing as First Major U.K. Partner
Tucker Carlson's ALP has inked a deal with Matchroom Boxing, marking its first major partnership in the U.K. and Ireland as it pushes into European markets.
ALP, the nicotine pouch brand founded by Tucker Carlson, has partnered with Matchroom Boxing, the company's first major partnership in the U.K. and Ireland.
The deal signals ALP's intent to build visibility in two of Europe's fastest-growing nicotine pouch markets. The U.K. has seen explosive growth in pouch sales over the past two years, while Ireland's market is still developing but closely follows U.K. trends.
Why Boxing
Matchroom Boxing, founded by promoter Eddie Hearn, runs some of the biggest fight cards in the U.K. and has a massive social media following. For ALP, that means access to a young, male-skewing audience — the core demographic for nicotine pouches.
The partnership follows a pattern: nicotine pouch brands have been moving into sports sponsorships as a way to build brand recognition in markets where traditional tobacco advertising is banned. ZYN, Velo, and other major players have all signed deals with football clubs, racing teams, and combat sports properties.
What's Next
ALP hasn't disclosed financial terms or what the partnership will look like in practice — whether it's branding on broadcasts, fighter sponsorships, or event activations. The company also hasn't said if this is part of a broader European sponsorship strategy or a one-off U.K. play.
For now, it's a signal that ALP is serious about the U.K. and Ireland, two markets where shelf space and brand awareness are still up for grabs.
SOURCES:
Tobacco Reporter — https://tobaccoreporter.com/2026/09/04/alp-partners-with-matchroom-boxing-in-european-expansion/
The primary-sourced details
Per ALP's official press release (PRNewswire, 4 September 2026): the deal is category-exclusive across three Matchroom events — Taylor vs. Pili at Croke Park, Dublin (5 September, 80,000 fans, live on DAZN), Whittaker vs. Wallace at Utilita Arena Birmingham (3 October), and Smith vs. Puello at Utilita Arena Sheffield (24 October). ALP gets exclusive in-ring and broadcast presence, on-site fan activation stations, and a branded Matchroom digital series.
ALP co-founder and CEO Lorenzo De Plano: "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."
Context from the release: ALP launched in late 2024 as a direct-to-consumer brand, became the number-one DTC nicotine pouch brand in the US, and per Nielsen went from zero to an estimated 1% of measured US convenience store nicotine pouch sales in under 90 days. The European rollout covered 11 markets starting July 2026. Conor McGregor is among its existing global partners.