NICNAC x SHEFFIELD WEDNESDAY

Pouchline Facilitates Landmark Partnership Between Nic Nac and Sheffield Wednesday FC

We’re proud to announce that Sheffield Wednesday FC have officially partnered with Nic Nac, with Pouchline playing a central role in bringing this collaboration to life.

This partnership represents a major milestone not only for Nic Nac and the club, but also for Pouchline as a distribution and brand-building platform within the nicotine category.

Pouchline’s Role in the Partnership

Pouchline was directly responsible for introducing, facilitating, and structuring the partnership between Nic Nac and Sheffield Wednesday FC. From initial discussions through to final agreement, our team worked closely with both parties to ensure a collaboration that aligned with brand values, audience reach, and long-term visibility.

This deal highlights Pouchline’s growing position as a trusted connector between leading nicotine brands and high-profile sporting organisations.

Stadium Visibility and Matchday Presence

As part of the agreement, Nic Nac and Pouchline branding will be visible around Hillsborough Stadium, giving both brands exposure to thousands of supporters on matchdays throughout the season.

This includes prominent in-stadium marketing placements designed to maximise awareness and reinforce Nic Nac’s presence within the UK market, while positioning Pouchline at the heart of modern sports partnerships in the nicotine space.

A Strategic Step Forward

For Nic Nac, partnering with a club of Sheffield Wednesday’s stature provides an opportunity to reach a highly engaged, loyal fanbase through a respected and historic football institution.

For Sheffield Wednesday FC, the partnership brings in an ambitious and growing brand supported by an experienced distribution and activation partner in Pouchline.

And for us, this collaboration demonstrates exactly what Pouchline is built to do: connect brands with meaningful platforms, deliver compliant exposure, and create partnerships that drive long-term value.

Looking Ahead

We’re excited to see Nic Nac represented at Hillsborough and to continue expanding our involvement in football and live sports partnerships across the UK and beyond.

Keep an eye out for Nic Nac and Pouchline branding around the stadium and stay tuned as we continue to announce new partnerships, launches, and activations through Pouchline.

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