12:38 PM EDT, 04/09/2026 (MT Newswires) -- TKO Group ( TKO ) said Thursday it has entered into a multiyear partnership with FRE Nicotine Pouches, a brand owned by Turning Point Brands ( TPB ) , to expand its presence across several major sports properties.

Under the deal, FRE will serve as the official nicotine pouch partner in six TKO properties, including the Ultimate Fighting Championship, Zuffa Boxing, PBR, UFC BJJ, and IMG-owned World's Strongest Man and Formula Drift.

The partnership will deliver marketing and fan experiences to adult audiences across TKO's platforms, with FRE branding featured in venues such as the Ultimate Fighting Championship Octagon and motorsports events, the companies said.

Shares of TKO and Turning Point Brands ( TPB ) were up 0.1% and 6.7%, respectively, in Thursday trading.

Price: 197.34, Change: +0.28, Percent Change: +0.14