Nordic Spirit just became the official nicotine pouch partner of Co-op Live, Manchester's 23,500-capacity arena. The long-term deal means Nordic Spirit pouches will be sold at selected bars throughout the venue, with in-venue activations targeting adult nicotine consumers.

This is notable because major venue partnerships like this are still rare for pouch brands in the UK. Most nicotine pouch marketing happens online or in retail — locking down a high-traffic entertainment venue signals the category's push into mainstream visibility.

What the partnership includes

Under the agreement, Nordic Spirit will:

• Sell its pouches at selected arena bars
• Run in-venue activations for adult consumers
• Hold official partner status for the venue

Co-op Live opened in 2024 and hosts concerts, sporting events, and other live entertainment. The venue's audience skews toward the 18-35 demographic that already drives most pouch sales in the UK.

Why this matters

Venue partnerships give pouch brands access to environments where smoking is banned but nicotine demand remains high. For Nordic Spirit, owned by BAT, this is a bet that pouches can occupy the same cultural space as alcohol — available, visible, normalized.

The UK pouch market is still growing fast, with Nordic Spirit competing against ZYN, VELO, and a crowded field of smaller brands. A Co-op Live partnership puts the brand in front of thousands of potential users every event night, in a setting where they can't smoke or vape.

No financial terms or duration of the partnership were disclosed.

SOURCES:
Tobacco Reporter — https://tobaccoreporter.com/2026/09/08/nordic-spirit-named-official-nicotine-pouch-partner-of-co-op-live/