TKO Group has completed a novel domestic sponsorship deal making FRE the “Official Nicotine Pouch” across six properties: UFC, Zuffa Boxing, PBR, UFC BJJ, World’s Strongest Man and Formula Drift motorsports.
Within UFC, FRE gets Octagon branding at all U.S. numbered and Fight Night events and within the “Dana White Contender Series,” custom content within UFC social media, and presenting sponsor status on UFC’s YouTube channel.
FRE has been a PBR sponsor since 2025, a deal then called the nicotine brand’s “largest-ever sports investment.”
Event activation for FRE starts this weekend at UFC 327 in Miami.
