Nordic Spirit Signs Co-op Live as Venue Sponsor
BAT's Nordic Spirit brand just became the official nicotine pouch partner of Co-op Live, the Manchester arena. It's the latest sign that pouch brands are chasing mainstream visibility through venue deals.
Nordic Spirit has been named the official nicotine pouch partner of Co-op Live, the Manchester entertainment venue.
What this means
The deal gives BAT's pouch brand visibility at one of the UK's largest arenas. Co-op Live hosts concerts, sports, and live events — exactly the settings where venue smoking bans have created demand for smoke-free nicotine.
Venue partnerships have become a go-to strategy for pouch brands trying to reach adult users in public spaces. VELO (also owned by BAT) has similar deals across Europe. These sponsorships put branding in front of crowds who can't smoke but might want nicotine during a three-hour show.
The announcement didn't specify what the partnership includes — whether that's branded lounges, retail presence, or just signage.
Why venues matter
Arenas are high-traffic, smoke-free zones. That makes them natural testing grounds for pouch adoption. A user trying a pouch for the first time at a venue is more likely to buy a can on the way out.
For BAT, the move also keeps Nordic Spirit in the conversation as the UK pouch market heats up. The brand competes with Swedish Match's ZYN and a growing list of independents for retail shelf space and user loyalty.
No financial terms or partnership length were disclosed.