ALP Pouch just made its NASCAR debut — and it picked a playoff race in Las Vegas
The Tucker Carlson-backed pouch brand sponsored Riley Herbst's No. 35 Toyota at the South Point 400, its first NASCAR sponsorship. Another sports-marketing push after Matchroom Boxing in the UK.
ALP Pouch just put its logo on a NASCAR Cup Series car. The Tucker Carlson-backed nicotine brand sponsored driver Riley Herbst at the South Point 400 playoff race at Las Vegas Motor Speedway on October 4 — its first NASCAR sponsorship.
What happened
ALP's branding ran across Herbst's No. 35 Toyota Camry XSE for 23XI Racing, plus his firesuit and crew polos, with trackside placement through the Las Vegas Motor Speedway infield. Herbst, a Las Vegas native, finished 18th after completing all 267 laps.
"NASCAR fans are passionate, and we're excited to get the logo in front of them and see ALP represented on the track," said Lorenzo De Plano, CEO and co-founder of ALP, in the company's release.
Why it matters
This is ALP doing on American soil what it started with boxing in the UK and Ireland: buying visibility in sports where tobacco-style advertising restrictions make traditional media buys hard. Motorsports sponsorship delivers the live crowd, the TV broadcast and the driver's own social reach in one package — a playbook legacy tobacco and energy drink brands have used for decades.
ALP Supply Co. is a US-based nicotine pouch brand co-owned by Turning Point Brands and Tucker Carlson Network, sold across the UK and Ireland as well as the US. Its parent TPB has repeatedly named ALP as a key growth driver, so every big-stage activation like this is a signal of where the brand's marketing budget is heading. Expect more of this: the release frames the weekend as ALP "showing up on big stages," and playoff races run through November.
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