2FIRSTS | JTI’s Nordic Spirit Signs Co-op Live Partnership Ahead of New UK Nicotine Sponsorship Restrictions
JTI's Nordic Spirit brand has signed a long-term partnership to become the Official Nicotine Pouch Partner of Manchester's Co-op Live arena.Summary
Japan Tobacco International's (JTI) nicotine pouch brand Nordic Spirit has secured a long-term partnership with Co-op Live, Manchester, becoming its Official Nicotine Pouch Partner. Co-op Live, the UK's largest indoor live entertainment arena with a capacity of 23,500, will host in-venue activations for existing adult nicotine consumers, and Nordic Spirit products will be sold at selected bars. The agreement was signed before the UK's Tobacco and Vapes Act 2026, which will impose a comprehensive ban on the advertising and sponsorship of vaping and nicotine products from June 1, 2027. The partnership is legally significant due to its timing relative to the new regulations. For Nordic Spirit, this deal expands the brand's presence from traditional retail channels into a large-scale live entertainment setting, leveraging the smoke-free format of nicotine pouches in a venue where smoking and vaping are restricted. It highlights the increasing competition in the nicotine pouch market, which is moving beyond product attributes into lifestyle and entertainment venues, just as the UK's marketing rules are set to undergo a major transition.
(Source：2Firsts)
