Nordic Spirit Named Co-op Live's Official Nicotine Pouch Partner
Nordic Spirit has announced a new sponsorship partnership with Co-op Live, becoming the venue's Official Nicotine Pouch Partner.
The long-term partnership will see Nordic Spirit work with the UK's largest indoor live entertainment arena, accommodating up to 23,500 attendees, to help make the experience even better for adult nicotine users.
By offering a discreet, smoke- and vape-free alternative, Nordic Spirit gives adult nicotine users the option to stay in the arena and enjoy every moment of a show, from the first act to the encore.
Since opening in 2024, Co-op Live has quickly become a globally leading live entertainment venue, hosting some of the world's biggest artists, sporting events and comedy shows, while welcoming millions of fans every year.
As part of the partnership, Nordic Spirit will deliver in-venue activations for existing adult nicotine consumers and will be available to purchase from a selection of bars throughout the arena.
Nordic Spirit has also gone from strength to strength in the UK since launching. Most recently, the brands Moist Range was named Product of the year in the nicotine pouch category, marking the brand's third major industry award in five years.
Designed for existing adult nicotine users, Nordic Spirit pouches are 100% tobacco free and produce no vapour or smoke. Made with high-quality ingredients and wrapped in a soft, plant-based fibre pouch, they're available in strengths from Regular to Max and come in a wide selection of flavours, including Sweet Mint, Raspberry, Dark Fizz and Blueberry.
Jason De Lencastre, Consumer & Brand Activation Lead Manager at JTI UK, said:
"We are proud to be partnering with Co-op Live, a music-first arena focused on creating unforgettable experiences and moments that last. Our partnership with Co-op Live reflects our commitment to ensuring adult nicotine users never miss a moment of the music they love."
Guy Dunstan, Senior Vice President & General Manager, Co-op Live said:
“We are pleased to welcome Nordic Spirit as our Official Nicotine Pouch Partner on an extended long-term deal. We look forward to working with JTI to bring the partnership further to life, including through a range of innovative in-venue activations."
Nordic Spirit is available for existing nicotine users aged 18 and over.