UFC partners with nicotine pouch company because they ‘share the same values’

UFC parent company TKO has entered into a partnership with FRE Nicotine pouches.

The partnership, which will apply to the UFC, as well as other TKO properties like Zuffa Boxing, UFC BJJ, and PBR (Professional Bull Riding), was announced in an April 9 news release. The deal will “deliver exclusive fan activations, custom content, and on-site experiences for adult nicotine users,” the release said.

For anyone wondering, FRE Nicotine Pouches tout themselves as “the brand of choice for adult consumers who compete at the highest level — in sports or in life.”

Sounds like something chain-smoking UFC welterweight contender Carlos Prates might enjoy…

UFC and FRE Nicotine Pouches “a natural fit”

While one typically doesn’t associate nicotine use with high-level athletics, the news release proclaimed companies under the TKO umbrella and FRE are all aligned in terms of values.

“TKO and FRE share the same values: bold, performance-driven, and built for people who push themselves to compete at the highest level,” said Summer Frein, Chief Growth Officer of Turning Point Brands, the company behind FRE and other brands like Zig-Zag rolling papers. “That alignment is what makes this partnership a natural fit. From Motor Sports to PBR to combat sports, including the UFC, FRE is establishing itself as the brand of choice for adult consumers who want to Own Their Edge.”

The feeling seems to be mutual.

“TKO was built to partner with brands that want to show up in a big way across the world’s most passionate fan communities,” said Grant Norris-Jones, Executive Vice President & Head of Global Partnerships for TKO. “FRE is bringing a modern, differentiated product to market for the moments that matter most. This partnership unlocks a powerful platform across our industry leading assets, including our latest offering, Zuffa Boxing, and will enable FRE to reach adult customers at unmatched scale.”

FRE’s new partnership with TKO will kick off with UFC 327 this weekend, so expect to see their logo during the broadcast. Let’s not forget, though, that nicotine pouches are highly addictive and possibly quite detrimental to your health, even if they don’t include tobacco. Use at your own risk.