Conor McGregor joins ALP as Global Brand Partner

Nicotine pouch brand ALP has announced a partnership with former UFC champion Conor McGregor, bringing him in as a Global Brand Partner.

The partnership will see McGregor work with ALP on a 360-degree omnichannel marketing campaign spanning broadcast, digital, social, and experiential activations.

On joining the ALP family, Conor McGregor said:

“The pouch market is surging in popularity, and ALP is a global leader. Together we will fuel the growth and reach new markets.”

Lorenzo De Plano, CEO, ALP, said:

“Conor’s massive global audience combined with our team’s ability to tell great stories is a knockout combination. We view this partnership as a continuation of our strategy to partner with authentic people who align with our vision. We look forward to this creative partnership as we expand internationally this summer.”

Polina Lutsenko, Director of Partnerships, ALP, added:

“ALP was built around a bold, unapologetic mindset, and there’s no one in combat sports who represents that spirit more authentically than Conor McGregor. He’s become a global icon through relentless drive, confidence, and an ability to command attention both inside and outside the octagon.”