ALP Secures Exclusive Matchroom Boxing Partnership for European Push

Founded in 2024, the direct-to-consumer company has climbed to the top of the US market in under two years. Nielsen data reports the brand captured 1% of total US convenience store sales within 90 days of retail entry. Now, the firm is leveraging its global partnership with UFC champion Conor McGregor to anchor its expansion into 11 European countries.

The Matchroom deal grants ALP exclusive category rights for three major autumn events. Following the Croke Park showdown, the brand will maintain in-ring presence and fan activation stations at Whittaker vs. Wallace in Birmingham on October 3 and Smith vs. Puello in Sheffield on October 24. CEO Lorenzo De Plano stated that the partnership aligns the brand’s core values of discipline and strength with the demands of professional boxing. ALP, co-owned by Turning Point Brands and the Tucker Carlson Network, currently manages its regional distribution through a dedicated European digital platform.