FRE's Big 2026: UFC Partnership, Product of the Year Recognition, and What's Next 

FRE has had a notable year in 2026.

From a new multiyear partnership with TKO Group Holdings to national consumer recognition and continued product expansion, the brand has continued building momentum across the nicotine pouch category. For Nicokick customers, it's another reminder of why FRE remains one of the most recognizable names in our lineup.

The timing is particularly relevant as UFC continues to attract headlines around major events and growing mainstream attention. With this weekend’s UFC Freedom 250 event generating significant hype, it makes this a fitting time to look at one of UFC's newest brand partnerships—and what it means for adult nicotine consumers.

FRE is part of the Turning Point Brands portfolio, a company with a long history in the alternative tobacco and nicotine category. Since launching FRE in 2022, Turning Point Brands has continued expanding the brand's presence through product innovation, retail growth, and strategic partnerships.

Earlier this year, TKO Group Holdings announced a comprehensive multiyear partnership with FRE Nicotine Pouches.

As part of the agreement, FRE became the Official Nicotine Pouch Partner across several TKO-affiliated properties, including:

• UFC  
• Zuffa Boxing  
• UFC BJJ  
• Professional Bull Riders (PBR)
• Formula Drift  
• World's Strongest Man  

The partnership includes custom content, fan activations, and experiences across some of the most engaged adult sports audiences in the country.

In the official announcement, Connor Smith, VP Growth & Marketing at Turning Point Brands, described the relationship as a natural fit:

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.

Connor Smith

VP Growth & Marketing, Turning Point Brands

The agreement spans combat sports, motorsports, strength sports, and professional bull riding, giving FRE visibility across a wide range of adult fan communities.

According to the partnership announcement, UFC's audience is more than 90% adults aged 21 and older, supporting the adult-focused nature of the partnership. 

The agreement represents one of the most visible sponsorships involving a nicotine pouch brand to date. Through UFC and other TKO-owned properties, FRE gains exposure across a broad audience of adult sports fans.

The partnership also reflects the continued growth of the nicotine pouch category, as brands look for new ways to connect with existing adult nicotine consumers through sports, entertainment, and live-event experiences.

For FRE, the relationship helps expand brand awareness while positioning the company alongside some of North America's most recognizable sports properties.

The UFC partnership is only one part of FRE's story in 2026.

The brand also received recognition when FRE Lush 15mg Mega Pack was named a 2026 Product of the Year USA winner in its category.

Product of the Year is the world's largest consumer-voted award for product innovation, with winners determined through a nationally representative study conducted by Kantar involving 40,000 consumers.

The award adds another milestone to a year that has already included partnership announcements, product launches, and growing visibility across adult-focused sports properties. Together, the UFC partnership and Product of the Year recognition highlight a period of significant growth for FRE as the brand continues expanding its visibility and product portfolio. 

At Nicokick, we've been proud to partner with FRE as the brand continues to grow within the nicotine pouch category.

"The new TKO partnership is another milestone in what's already been a standout year for FRE. We've enjoyed a longstanding relationship with the brand and are excited to continue offering our customers access to the full FRE lineup, including the latest Mega Pack options." — Peter Grafström, Senior Vice President, Partnership and Growth Opportunities.

As one of the brands we've carried for years, FRE has built a loyal following among adult nicotine consumers looking for a variety of strengths, flavors, and formats.

Nicokick carries the full FRE product lineup, including traditional cans and the brand's popular 100-count Mega Packs.

We also expanded our selection with the introduction of FRE Watermelon Mega Packs earlier this year, giving shoppers another way to explore one of the brand's newest offerings.

FRE products are available in a range of nicotine strengths, including options from 3mg to 15mg, allowing adult consumers to choose a format and strength that align with their preferences. 

As UFC continues to generate attention through major events and expanding partnerships, FRE has positioned itself at the center of several of the most prominent adult-focused sports properties in North America.

Between its new partnership with UFC and other TKO properties, Product of the Year recognition for FRE Lush 15mg Mega Pack, and continued product expansion, 2026 has become one of the most significant years in the brand's history.

For Nicokick customers, it's another reason to keep an eye on one of the fastest-growing brands in the nicotine pouch category and explore the full FRE lineup available today.