- ALP, one of the fastest-growing nicotine pouch brands in the market, has signed global combat sports icon Conor McGregor as a global brand partner.
- The partnership will anchor around McGregor's highly anticipated UFC return during International Fight Week in July, rolling out via a 360 omnichannel campaign produced by CFH. Studio across broadcast, digital, social, and experiential channels.
- ALP is planning to use the partnership to fuel international expansion into the EU and South America later in 2026.
- This marks McGregor's first partnership with ALP, adding to a recent run of deals that includes Bucked Up (2024) and 1Win (2025).
Conor McGregor is the new global brand partner for fast-rising nicotine pouch brand ALP. The deal was announced on May 20, 2026, and timed perfectly with McGregor’s upcoming UFC return during International Fight Week.
For the first time in five years, McGregor will step back into the octagon at UFC 329 in a rematch against Max Holloway on July 11 in Las Vegas, the former simultaneous two-division champion who made history by knocking out José Aldo in 13 seconds.
His recent endorsements include Bucked Up, where he co-developed the “Notorious Buck” energy drink line in 2024, and a brand ambassador role with 1Win in April 2025. This is his first collaboration with ALP.
ALP was launched in November 2024 by Tucker Carlson in partnership with Turning Point Brands. Prior to McGregor, the brand had drawn organic visibility from high-profile users including Mel Gibson and RFK Jr., though McGregor marks its first formal celebrity brand partnership of this scale.
The trend of combat sports stars commanding premium brand deals continues to grow, as seen when Israel Adesanya teamed up with Daily Paper and Engage for a capsule collection and Ilia Topuria was named the first combat sports ambassador for Richard Mille.
Takeaways
This deal is more than a brand slapping a fighter’s face on a product. ALP is building a cultural identity (bold, unapologetic, and counter-establishment) and McGregor is basically the living mascot of that ethos.
Pairing a fighter’s long-awaited comeback with a global brand rollout is smart business on both sides: McGregor gets a commercial partner synced to his biggest moment in five years, and ALP gets a global spotlight right when it needs it most for its EU and South America push.
The timing also signals a maturing playbook in combat sports branding. Gone are the days of fighters simply appearing on a banner. This is a full omnichannel campaign built around a cultural moment, more like what luxury and lifestyle brands do with music artists.
Can ALP realistically challenge ZYN for mainstream market share on the back of McGregor’s name alone? Could McGregor’s return at UFC 329 supercharge the campaign beyond what any standard celebrity endorsement could deliver?
