LAS VEGAS, Oct. 7, 2026 /PRNewswire/ -- ALP Pouch brought its brand attitude to the South Point 400 NASCAR Cup Series playoff race at the Las Vegas Motor Speedway on October 4, sponsoring NASCAR driver Riley Herbst. The partnership put ALP Pouch front and center on Herbst's race car, firesuit and crew polos, giving the company a showcase both on the track and throughout the Las Vegas Motor Speedway infield.

The sponsorship gives ALP a natural connection to motorsports and a focus on reaching an audience that values performance, competition and an active lifestyle. Las Vegas provided an authentic backdrop, pairing the energy of NASCAR with ALP's ambition.

"Having ALP on Riley's car in Las Vegas was a great fit for us. NASCAR fans are passionate, and we're excited to get the logo in front of them and see ALP represented on the track," said Lorenzo De Plano, CEO and Co-Founder of ALP Pouch.

Herbst and the ALP Pouch-sponsored team took to the track Sunday with the brand prominently featured across the No. 35 Toyota Camry XSE for 23XI Racing. Herbst finished 18th in the race completing all 267 laps, capping off a strong weekend for ALP Pouch and its first NASCAR sponsorship with Herbst at Las Vegas Motor Speedway.

The Las Vegas sponsorship put ALP Pouch in the middle of the NASCAR experience, giving the company a bold and highly visible presence on the track and throughout the weekend. More than a sponsorship, the weekend reinforced ALP's confidence in showing up on big stages, alongside the athletes, competition and culture that matter to today's consumers. ALP Pouch is building momentum and making it clear that it belongs in the conversation.

About ALP

ALP Supply Co. LLC is a US-based nicotine pouch brand co-owned by Turning Point Brands (NYSE: TPB) and Tucker Carlson Network. Its tobacco-free pouches are intended exclusively for existing adult nicotine users of legal age and are available across the UK, Ireland and Europe via alppouch.com.

Media contact:
Matt Kovacs [email protected]

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SOURCE ALP Supply Co. LLC