Ahead of one of the most highly anticipated returns to the octagon the sport of MMA has ever seen, a rematch with Max Holloway at UFC 329 in the welterweight division (170 pounds), Conor McGregor is partnering with Tucker Carlson’s ALP Pouches to bring the tobacco-free ZYN alternative to Europe. McGregor has been away from the cage for five years, though he notably owns a head-to-head victory over Holloway by unanimous decision. As an active fighter, no one has ever come close to being the box office draw that “The Notorious” was from 2015 to 2021.
During the comeback tour of “Mystic Mac” to the mainstream eye, the 37-year-old Dublin native returned to Crumlin Boxing Club, the gym where he learned to fight, and produced a noteworthy ad for ALP that hit back at ZYN. Viral clips have circulated, driving home ALP’s playful yet aggressive marketing campaign to promote its European expansion. Promotion will ramp up during International Fight Week from July 9-12.
I got the chance to speak with ALP Pouches CEO Lorenzo De Plano to talk about McGregor’s involvement with the company, which other UFC stars are currently involved, who could be future partners, and the brand’s push to expand into more international markets.
Could you speak to how elite counterpuncher Conor McGregor’s style in the cage and in life was an ideological fit for ALP?
Lorenzo: ALP’s light source is to be anti-establishment and anti-corporate. In a world of automation and AI, we believe that great products and companies originate from people, not soulless echo chambers. This central tenet has been core to ALP’s success over the last 2 years. As such, we wanted to partner with talented and charismatic individuals who resonate with this anti-establishment frequency, and Conor McGregor exhibits an aggressive fighting spirit, which is central to ALP’s identity. Overall, Conor McGregor’s incredible track record, southpaw fighting style, and provocative stunts align with ALP’s ethos.
What makes expansion into Europe so important at this moment in time?
Lorenzo: As the ALP has grown, we have received countless inquiries from real-world customers regarding our EU expansion plan. We are a consumer-driven brand, and our consumers are our co-pilot for all business decisions. If they tell us they want ALP in the EU, ALP goes to the EU. Simple as that.
In April, you announced a partnership with Grizzly Coolers. Which partnerships in Europe are you targeting?
Lorenzo: We are currently in talks with several companies about new partnerships that align with our expansion plans in the EU. Ultimately, we look forward to working with great people who align with our company’s values and mission. We will have exciting new announcements in the global sports arena, so stay tuned!
What more are you hoping could result from partnering with Conor McGregor?
Lorenzo: Our goal is to deepen our relationship with our consumers and our growing global audience. Conor McGregor’s access to more than 40 million people allows us to expand our reach to more people than ever before and make ALP a global phenomenon.
ALP is also sponsoring Joe Pyfer. What is the extent to which you’d like a partnership with the UFC and/or its fighters?
Lorenzo: We love Joe Pyfer and his story. Joe’s been with us since Day 1, and we will continue to cherish our relationship with him and all the other great and talented fighters we work with. Our focus has always been to partner with the fighters and the talent. We believe the fighters are the people who are staking their lives when they get in the Octagon, and as such, we want to partner with them. Some of the other fighters ALP has currently partnered with include Joe Pyfer, Cory Sandhagen, Curtis Blaydes, Kyle Daukaus, Josh Emmett, and many others, who are soon to be announced.
Read the full article here
