In our latest Trade To Black podcast, hosts Shadd Dales and Anthony Varrell celebrate one of the biggest branding moves we’ve seen in sports and entertainment in a long time. Shadd Dales and Anthony Varrell spoke with Turning Point Brands (NYSE: TPB ) Chief Growth Officer Summer Frain to find out what their latest deal means for the brand. Turning Point Brands recently signed a major multi-year partnership with TKO Group, which includes UFC, Zuffa Boxing, Professional Bull Riders, Formula Drift, World’s Strongest Man and a number of other major sports properties.
It may signal a change in cultural attitudes. Transactions of this size and scope in highly regulated adult categories would have been unthinkable a decade ago. As the UFC transitions from pay-per-view to a direct-to-consumer stream and rapidly expands its audience, the schedule was seen as particularly strategic for the Free brand to generate widespread exposure.
Summer Frayne’s earlier career j Altriahelped lead the investment thesis behind the Cronos Group deal in 2019. Frein described TKO’s new partnership as a milestone not just for Turning Point Brands, but for the entire category, calling it a true step change in how brands in regulated spaces are expanding through culture. Turning Point Free’s tagline, “own your edge,” he argued, naturally resonates with the intensity and authenticity of the UFC, bull riding and motorsports, a point sharply illustrated when the brand’s logo appeared blood-spattered on the octagon mat at its first event since the announcement.
When it comes to measuring success, Frein said early indicators have been encouraging, with strong social media engagement and an increase in online sales associated with fight nights, though he stressed that brand awareness is a fundamental goal before expecting significant sales growth. He also highlighted what differentiates Azat from the competition: the widest range of nicotine strengths, wider product availability and a distinct moisture profile that consumers have responded positively to.
The conversation also touched on the company’s Zig-Zag brand, a 145-year-old rolling paper icon with deep cultural roots. While Frein noted limited direct consumer overlap between Zig-Zag and Free, he explained that the existing retail relationships built through Zig-Zag opened important doors for Free to appear on shelves at major chains.
Be sure to join the interview!