Turning Point Brands announced a multi‑year marketing partnership with TKO Group Holdings, the parent company of the UFC, WWE, and other sports and entertainment brands, on April 9 2026. The deal positions TPB’s FRE nicotine pouch line as the official pouch partner for UFC, Zuffa Boxing, Professional Bull Riders, UFC BJJ, and IMG‑owned properties such as World Strongest Man and Formula Drift, and will feature custom integrations and experiences across these platforms.
The partnership gives FRE access to a large adult audience that aligns with the brand’s target demographic. By leveraging TKO’s extensive reach—over 1 billion adults worldwide and more than 500 live events annually—TPB aims to accelerate awareness and sales of its modern oral nicotine pouch portfolio, which accounted for 34 % of total revenue in Q4 2025 and grew 266 % year‑over‑year.
TPB’s recent financial performance underscores the strategic fit of the partnership. In Q4 2025, the company reported revenue of $121 million, a 29.2 % increase from the prior year, with the Modern Oral segment driving the majority of growth. Management projects gross revenue of $220 million to $240 million for 2026, suggesting that the partnership could further boost the high‑margin segment that has become a key growth engine.
Summer Frein, Chief Growth Officer of Turning Point Brands, said, "TKO and FRE share the same values: bold, performance‑driven, and built for people who push themselves to compete at the highest level. 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."
Analysts noted that the announcement was met with a positive market reaction, citing the partnership’s potential to accelerate growth in TPB’s high‑margin Modern Oral segment and to broaden the brand’s reach across multiple high‑profile sports and entertainment platforms.
The multi‑year agreement represents a significant expansion of TPB’s marketing footprint and is expected to drive brand awareness and sales growth for its modern oral nicotine pouch portfolio, positioning the company for continued momentum in a rapidly expanding market.
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