TKO Group Holdings and FRE Nicotine Pouches Announce Major Sports Partnership

Multi-year deal connects adult nicotine users to custom experiences across UFC, Zuffa Boxing, PBR, and more.

Apr. 9, 2026 at 5:05pm

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A high-end, photorealistic studio still-life photograph featuring a set of premium, polished nicotine pouches arranged elegantly on a clean, monochromatic seamless background. The pouches are made from sleek, geometric shapes and high-quality materials, with dramatic studio lighting and deep shadows creating a sense of sophistication and exclusivity.The premium, user-focused design of FRE nicotine pouches takes center stage in this exclusive partnership with TKO Group's portfolio of top-tier sports properties.Today in Miami

TKO Group Holdings, Inc. has announced a comprehensive multi-year partnership with FRE Nicotine Pouches, a leading pouch brand designed by users for users. The first-of-its-kind collaboration will connect adult nicotine users to custom integrations and experiences across six TKO-affiliated properties, including UFC, Zuffa Boxing, PBR, UFC BJJ, World's Strongest Man, and Formula Drift.

Why it matters

This partnership represents a significant move by TKO Group to tap into the lucrative adult nicotine user market, leveraging its portfolio of high-profile sports properties to deliver exclusive fan activations, custom content, and on-site experiences. It also reflects the growing trend of responsible marketing of adult consumer products within the sports industry.

The details

FRE will become the Official Nicotine Pouch Partner across the six TKO-affiliated properties, which collectively deliver unparalleled reach into some of the most engaged and passionate adult fan bases in sports. UFC, in particular, provides an ideal platform with an audience of over 90% adults (21+) and broader penetration of adult nicotine users versus other sports media audiences.

  • The partnership will kick off at UFC 327: PROCHÁZKA vs ULBERG on April 11, 2026 in Miami, Florida.
  • The multi-year deal between TKO Group Holdings and FRE Nicotine Pouches was announced on April 9, 2026.

The players

TKO Group Holdings, Inc.

A leading sports and entertainment company that owns and operates a portfolio of high-profile properties, including UFC, Zuffa Boxing, PBR, UFC BJJ, World's Strongest Man, and Formula Drift.

FRE Nicotine Pouches

A leading pouch brand designed by users for users, focused on providing a responsible and enjoyable nicotine experience.

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What’s next

FRE will kick off its UFC partnership at UFC 327: PROCHÁZKA vs ULBERG, which takes place April 11, 2026 in Miami, Florida at Kaseya Center, with a pair of all-action title fights.

The takeaway

This partnership highlights the growing trend of responsible marketing of adult consumer products within the sports industry, as TKO Group leverages its diverse portfolio of high-profile properties to connect with the lucrative adult nicotine user market in a targeted and engaging way.