TKO Group Holdings announced a multiyear partnership with FRE® Nicotine Pouches, making FRE the official nicotine pouch partner across TKO’s flagship combat sports brands, including UFC, Zuffa Boxing, PBR, UFC BJJ, and IMG‑owned World events, and extending to six TKO‑affiliated properties.
The deal positions FRE to reach an adult audience that is largely 21+ and aligns with TKO’s performance‑driven brand identity. TKO will integrate FRE’s products into event activations, branded content, and cross‑promotional opportunities, creating a new revenue stream and expanding its commercial portfolio into the adult nicotine market.
TKO’s Q4 2025 results showed revenue of $1.038 billion and Adjusted EBITDA of $281 million, a 27% margin. Full‑year 2025 revenue was $4.735 billion with Adjusted EBITDA of $1.585 billion. The partnership adds a new category of consumer engagement that could complement TKO’s existing media rights, hospitality, and live‑event revenue streams.
Grant Norris‑Jones, Executive Vice President & Head of Global Partnerships, said the partnership unlocks a powerful platform across TKO’s industry‑leading assets and will enable FRE to reach adult customers at unmatched scale. Summer Frein, Chief Growth Officer of Turning Point Brands, noted that the alignment of values—bold, performance‑driven, and built for people who push themselves—makes the partnership a natural fit.
No immediate market reaction has been reported following the announcement, and the partnership’s financial terms have not been disclosed.
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