Nic Nac Naturals teams up with New York Mavericks for tobacco-free PBR experience

In a significant move blending health-conscious innovation with professional sports marketing, Nic Nac Naturals — a clean-label nicotine alternative brand — has announced its official partnership with the New York Mavericks, a Professional Bull Riders (PBR) Teams franchise. The alliance, unveiled on June 12, 2025, positions Nic Nac Naturals as an Official Partner for the Mavericks’ 2025 PBR Teams Season.

This strategic collaboration will see the nicotine-free, tobacco-free lozenge brand integrated into key Mavericks fan events, including the team’s marquee “Maverick Days” at UBS Arena from September 18 to 20. Nic Nac Naturals, which markets discreet lozenges made from six simple ingredients, will engage directly with the Mavericks’ fanbase through giveaways, product sampling, and interactive brand activations throughout the upcoming season.

Nic Nac Naturals is a wellness-focused nicotine product company founded by entrepreneur Nicco Magnotto. The brand’s lozenges are designed for modern adult consumers seeking performance-focused alternatives to traditional nicotine products. The company’s formulation avoids tobacco, artificial additives, and GMOs, and is marketed as a product for those pushing for peak lifestyle optimization.

What does the Nic Nac and New York Mavericks partnership include?

The partnership between Nic Nac Naturals and the New York Mavericks involves brand integration at live events, exclusive fan engagement opportunities, and expanded visibility at PBR’s national team-based bull riding competitions. The collaboration underscores both companies’ commitment to high-performance living and aligns with shifting consumer demands for wellness-centric nicotine delivery formats.

As part of the agreement, Nic Nac Naturals will be prominently featured in the Mavericks’ 2025 programming. The UBS Arena event — Maverick Days — will serve as a key activation point, with the brand offering free sampling and product education opportunities. The goal is to position the American nicotine alternative company within a high-energy environment that reflects its brand ethos: clean, elevated performance.

Chris Pantani, General Manager of the New York Mavericks, emphasized the strategic alignment between the two organizations. “Their clean, straightforward product and passion for health and performance align perfectly with our team’s spirit,” he said in a press release issued alongside the announcement. “Together, we’ll give our fans and riders new ways to experience nicotine products that are focused on whole body health and wellness.”

How does Nic Nac Naturals differentiate itself in the nicotine sector?

Nic Nac Naturals operates in the expanding tobacco-free nicotine product space — a sector expected to grow as regulatory scrutiny and consumer awareness intensify. Its flagship offering is a lozenge crafted from just six ingredients, providing a nicotine delivery system that is discreet, portable, and free of the traditional stigma attached to smoking or spitting.

The product is currently available in flavor variants including Peppermint, Blood Orange, and Grapefruit. According to founder Nicco Magnotto, the product was created with a specific consumer in mind: high-achieving adults who demand control, wellness, and performance from every part of their routine.

“When I first started Nic Nac, it was for people like me — people who love performance, wellness, and pushing boundaries,” said Magnotto. “The Mavericks embody the mindset we made Nic Nac for — on the edge, all in, and always looking for that 1% gain. We didn’t just clean up nicotine; we rethought how it fits into high-achieving lives.”

Why are lifestyle nicotine brands partnering with sports franchises?

The collaboration signals a larger trend of wellness-oriented nicotine brands aligning with high-energy sports entities. This is part of a strategic repositioning as clean-label nicotine becomes more mainstream, especially in markets like the U.S. and Canada, where adult smokers are actively seeking alternatives to combustible tobacco.

Partnerships with professional teams provide brands like Nic Nac Naturals with access to a targeted demographic: health-conscious adults in their mid-20s to 40s, many of whom are open to harm-reduction products. For the New York Mavericks, part of the PBR league’s team-based format, aligning with a progressive consumer brand fits their image of modern Western athleticism and urban grit.

The Professional Bull Riders league has undergone a marketing evolution of its own, launching team-based formats that attract broader audiences and sponsor opportunities. In 2024, PBR Teams expanded its calendar and regional fan outreach. The New York Mavericks, who debuted in the league’s inaugural team season, have cultivated a reputation for combining rugged tradition with cutting-edge branding — a quality that Nic Nac’s founder says drew them to the franchise.

How is Nic Nac Naturals positioned in the wellness economy?

Nic Nac Naturals is part of a wave of companies aiming to serve what analysts call the “performance consumer” — a demographic that spans fitness enthusiasts, productivity-focused professionals, and trend-sensitive early adopters. The brand’s messaging — focused on “presence, performance, and smarter choices” — echoes broader industry shifts toward non-traditional wellness formats, including adaptogenic beverages, microdosing supplements, and clean-label vapes.

While Nic Nac Naturals does not publish financial data, analysts tracking the nicotine alternative category note that clean oral nicotine products — including pouches and lozenges — are growing at a compound annual growth rate (CAGR) of approximately 12% globally. The U.S. market, in particular, is driving much of that demand due to increasing consumer education and state-level policy changes.

There is also growing institutional attention around clean nicotine startups. Though Nic Nac Naturals is a privately held company, the partnership may strengthen its case for future funding rounds or strategic investments, especially if it proves successful in leveraging the PBR fanbase to increase brand penetration.

What do industry watchers say about performance-oriented nicotine products?

Industry analysts have highlighted the emergence of “lifestyle nicotine” as an underexplored niche. Unlike legacy tobacco brands, newer entrants often focus on function-forward narratives — emphasizing alertness, cognitive clarity, and stamina rather than stress relief or addiction substitution.

This reframing allows companies like Nic Nac Naturals to tap into both functional wellness and personal performance sectors. Analysts expect the tobacco-free nicotine category to continue expanding, especially as new clinical studies validate its safety profile relative to combustible formats.

The partnership with the New York Mavericks may also serve as a strategic litmus test for brand-to-consumer education efforts in large venue settings. If the initiative drives consumer trials and repeat use, Nic Nac Naturals could see broader retail traction or deeper distribution deals across health-focused retail chains.

What’s next for Nic Nac Naturals and the New York Mavericks?

The 2025 PBR Teams Season will be an important milestone for both organizations. The New York Mavericks are expected to increase their competitive presence as the league matures, and fan attendance at marquee events like Maverick Days continues to rise.

For Nic Nac Naturals, the success of this partnership could open the door to future collaborations with other sports or lifestyle properties. As consumer demand continues to move toward cleaner alternatives, the American nicotine company is well-positioned to define what modern nicotine consumption looks like in a wellness-driven world.

While no financial details of the partnership were disclosed, the marketing alignment and branding potential point to a mutually beneficial deal. As of mid-2025, Nic Nac Naturals remains one of the few nicotine brands successfully merging performance wellness with mainstream sports entertainment.