ALP Taps Conor McGregor for 360° Campaign, Prepares EU and South America Launch
TPB•ALP has signed Conor McGregor as global brand partner, launching a 360° campaign across broadcast and digital channels during International Fight Week. Founded less than two years ago and jointly owned by Turning Point Brands, ALP will expand into EU and South American markets leveraging McGregor’s global audience.
1. Landmark Brand Partnership
ALP, one of the fastest-growing nicotine pouch brands, has secured global combat sports icon Conor McGregor as its brand partner. The deal underscores ALP’s bold, unapologetic ethos and aligns with its strategy to work with authentic figures who amplify its premium positioning.
2. 360° Omnichannel Campaign
The partnership launches a year-long, 360° marketing push produced by CFH Studio, spanning broadcast, digital, social and experiential activations. Key moments include International Fight Week in July and major cultural tentpoles designed to immerse fans in McGregor’s world.
3. International Expansion Strategy
ALP, founded under two years ago and jointly owned by Turning Point Brands, plans to enter EU and South American markets later this year. The company will leverage McGregor’s massive global following to drive retail, digital and experiential growth across new regions.
