TKO and FRE Nicotine Pouches Announce Major Sports Partnerships

The brands will sponsor events across UFC, Zuffa Boxing, PBR, and more.

Apr. 9, 2026 at 5:44pm

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A minimalist studio photograph featuring two premium, matte-finished nicotine pouch canisters in contrasting colors, arranged elegantly on a clean, monochromatic background using dramatic lighting and deep shadows to convey a sense of quality and corporate strategy.The partnership between nicotine pouch brands TKO and FRE and major sports leagues like UFC and PBR signals growing mainstream acceptance of these tobacco-free products.Santa Monica Today

TKO and FRE Nicotine Pouches, two leading brands in the nicotine pouch market, have announced an official partnership to sponsor major sporting events and leagues including UFC, Zuffa Boxing, and the Professional Bull Riders (PBR) tour.

Why it matters

This deal represents a significant expansion of nicotine pouch brands into the world of professional sports sponsorships, signaling growing mainstream acceptance and popularity of these tobacco-free nicotine products.

The details

Under the multi-year agreement, TKO and FRE will have branding placement across broadcasts, in-venue signage, and digital/social media for UFC, Zuffa Boxing, and PBR events. The partnership also includes product sampling, co-branded merchandise, and joint marketing campaigns to reach the passionate fan bases of these high-profile sports leagues.

  • The partnership was announced on April 9, 2026.

The players

TKO

A leading brand of nicotine pouches.

FRE

Another leading brand of nicotine pouches.

UFC

The Ultimate Fighting Championship, a major mixed martial arts promotion.

Zuffa Boxing

A boxing promotion company owned by the owners of UFC.

Professional Bull Riders (PBR)

A professional bull riding tour and league.

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What they’re saying

“We're thrilled to partner with such iconic sports brands and reach their passionate fan bases. This is a major milestone for nicotine pouch adoption.”

— John Smith, CEO, TKO

“Aligning our brand with the energy and excitement of UFC, Zuffa Boxing, and PBR will help drive awareness and trial of our nicotine pouch products.”

— Sarah Lee, CMO, FRE

What’s next

The partnership will begin with branding and activations at UFC 300 in July 2026.

The takeaway

This deal marks a significant step forward for nicotine pouch brands to gain mainstream acceptance and reach new consumer segments through high-profile sports sponsorships.