ALP Secures Exclusive Matchroom Boxing Partnership for European Push
Eighty thousand fans gathering at Dublin’s Croke Park this Saturday mark the debut of ALP as the official nicotine pouch partner of Matchroom Boxing. The American brand, which counts Conor McGregor among its backers, is leveraging this three-event UK and Ireland series to anchor its rapid expansion into European markets.
Founded in late 2024, the direct-to-consumer company achieved the top spot in its US category in under two years. Nielsen data indicate the brand captured 1% of measured US convenience store sales in fewer than 90 days. Following a July 2026 launch across 11 European markets, the company is now betting on the visibility provided by high-profile combat sports to build scale.
The partnership kicks off during the Katie Taylor versus Flora Pili championship bout. The promotional run continues with Whittaker versus Wallace in Birmingham on October 3 and Smith versus Puello in Sheffield on October 24. These events grant the brand exclusive in-ring and broadcast presence, alongside on-site activation stations and a dedicated digital content series.
Co-founder and CEO Lorenzo De Plano stated that the brand’s core values of speed and discipline align with the requirements of professional boxing. ALP, co-owned by Turning Point Brands and the Tucker Carlson Network, operates as a tobacco-free alternative for adult nicotine users. The move into the Matchroom ecosystem serves as the company's first major attempt to replicate its American growth trajectory within the UK and Irish markets.
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