Tucker Carlson and Conor McGregor team up to launch nicotine pouch brand in Ireland

McGregor has signed on as a global brand partner for the right-wing talk show host's nicotine product as it launches across 11 European countries

MMA fighter and Irish businessman Conor McGregor speaks with reporters alongside White House Press Secretary Karoline Leavitt before meeting with President Donald Trump on Saint Patrick's Day, March 17, 2025 in Washington, DC. (Photo by Chip Somodevilla/Getty Images)

Former Fox News anchor and right-wing commentator Tucker Carlson has teamed up with Conor McGregor to launch the talk show host's nicotine pouch brand in Ireland and across the EU. 

Co-owned by Carlson and alternative nicotine company Turning Point Brands, the ALP nicotine product will be made available across 11 European markets, starting from next month, its chief executive has said. 

Nicotine pouches are currently the fastest-growing tobacco product, with ALP now preparing to compete across international markets and become the number two brand in the EU by 2030, its chief executive Lorenzo De Plano said. 

ALP's international expansion comes just weeks after it signed a deal with MMA fighter Conor McGregor to drive its launch in Ireland and wider Europe, with the Dublin native featuring in a recently released ad campaign promoting its use. 

Speaking in May, ALP said the partnership came at a "pivotal moment" for both the brand and McGregor, as anticipation builds around his return to MMA during International Fight Week in July.

Carlson's nicotine brand product ALP is due to launch in 11 countries across Europe. (AP Photo/Richard Drew, File)

"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," ALP's director of partnerships said. "He's become a global icon through relentless drive, confidence, and an ability to command attention both inside and outside the octagon."

Speaking on the collaboration, McGregor said he would work with ALP to fuel its growth and reach new markets.

"When it comes to quality, the notorious knows, it's ALP," McGregor said in a post on his Instagram this week, which he did not formally disclose as an ad. The video was shot in his native Crumlin Boxing Club in Dublin, with members of ALP flying out for the shoot.

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ALP ⁠will launch online sales in Ireland, the UK, Greece, Switzerland and Romania in July, followed by the Czech Republic, Poland, Portugal and Spain across ​August and September, and Sweden and Denmark later this year. It ​will take longer ⁠for it to launch in stores, with Britain slated for 2027, its chief executive said.

The brand's CEO also said that it had signed up a manufacturer in Lithuania to produce 20m units in 2026 and 50m in 2027 and ⁠is currently in ​the process of securing deals with more suppliers.