If you’ve caught a UFC event recently, you may have spotted FRE branding ringside. As of April 2026, FRE is the official nicotine pouch partner of the UFC, and the deal covers a lot more than a logo on the octagon canvas.
Here’s the full breakdown of what the partnership includes, where you’ll see FRE at fight events, and why the brand and the UFC are a natural match.
UFC Partnership News: FRE Joins the TKO Family
In April 2026, TKO Group Holdings officially named FRE Nicotine Pouches as a partner across its sports portfolio. The news confirmed FRE’s status as the exclusive nicotine pouch partner for UFC and its affiliated properties.
The name TKO Group Holdings might not ring a bell, but you know their brands: UFC is the flagship, but TKO also owns Zuffa Boxing and PBR (Professional Bull Riders). That means the FRE partnership spans some of the most-watched combat and action sports content in the United States.
What the FRE x UFC Partnership Looks Like
So what does being an “official partner” actually mean for fans at events and watching at home?
At Live UFC Events
UFC events are a visual production. Every sponsor placement, from octagon-side to the walkout tunnel, is deliberate. As an official UFC partner, FRE’s branding will be part of that fight night experience.
Whether you’re in the arena in Las Vegas or watching a UFC fan event in your city, FRE is going to be part of the scenery.
On UFC Broadcasts
UFC fight nights pull massive broadcast audiences. Official partner status means FRE’s visibility isn’t just for the fans who scored tickets. If you’re at home and tuned in for the main event, you’ll be seeing FRE in the mix.
Beyond the Octagon: Zuffa Boxing and PBR
The TKO deal isn’t UFC-only. Zuffa Boxing and Professional Bull Riders are also included under the same agreement, meaning FRE’s reach now extends across multiple action-sports audiences. If you follow any of these leagues, expect to see a familiar tin.
Why FRE Is a Natural Fit As a UFC Sponsor
UFC sponsors typically have a few things in common. They’re built for an active adult lifestyle, they don’t slow you down, and they fit the vibe of the sport. FRE checks each of those boxes.
Made for Fight Night (and Every Night)
FRE nicotine pouches are smoke-free, spit-free, and discreet. They’re designed for adults who use nicotine and want something that fits into real life without any interruption. You don’t have to step out of the arena or deal with smoke and smell. You can open a tin, place a pouch, and stay focused on the fight.
That convenience is a big part of why FRE lands so well with the UFC’s fanbase. Combat sports fans are dialed in, and FRE is made for people who don’t want anything getting in the way of the moment. FRE pouches are even a great option if you want to use nicotine at the gym while you work on practicing your own fighting skills.
FRE Has Roots in Combat Sports Culture
This partnership didn’t come out of nowhere. FRE has been building a presence in combat sports culture for a while. In 2025, FRE sponsored UFC fighter Kevin Holland. (His favorite flavor is Lush, by the way.) We’ve even covered a foundational MMA workout plan for adults who train in combat sports. The UFC partnership is a natural extension and progression of this presence.
UFC Fans Are Exactly That Kind of Fan
UFC fans don’t casually tune in. They follow athletes, track rankings, know the Contender Series prospects, and pay close attention to the brands in their orbit. When an official UFC partner label is attached to a product, the audience notices. FRE being part of the UFC’s official sponsor roster puts it in front of one of the most engaged, brand-aware fanbases in all of sports.
Stock Up Before the Next Fight
Want to rep what the world's biggest combat sports league reps? FRE nicotine pouches are now the official nicotine partner of UFC, so the same brand fueling fight nights can fuel your everyday routine too. Browse all FRE flavors and strengths online, find FRE at trusted retailers near you, and grab a tin before the next pay-per-view. Whether you're cornerside or couchside, FRE is in your corner.
