Why 1 in 5 Elite Footballers Use Nicotine Pouches Before Major Matches

With the 2026 FIFA World Cup just 97 days away, the global hype machine is in full swing. But here's something most fans don't know: 18% of male Premier League and EFL players currently use nicotine pouches, according to a 2024 Loughborough University study commissioned by the Professional Footballers' Association. That's nearly one in five elite footballers relying on these discreet, smokeless products before stepping onto the pitch.

And it's not just the men. 22% of Women's Super League players use them too.

As 48 nations prepare to compete across 104 matches in the biggest World Cup ever, the invisible performance ritual happening in locker rooms worldwide deserves a closer look. Because the data tells a story most highlight reels won't.

Soccer Has Among the Highest Nicotine Use Rates in Pro Sports

Let's be real. When you think "performance-enhancing," nicotine pouches probably aren't the first thing that comes to mind.

But a peer-reviewed analysis of 60,802 WADA anti-doping tests from 2012–2020 found soccer had among the notable nicotine positivity rates recorded across team sports analyzed — comparable to basketball (22–40%), rugby (17–46%), and ice hockey (18–61% range).

The numbers aren't flukes. They're patterns.

With 48 nations competing at the 2026 World Cup — the first expanded format in tournament history — the sheer number of nicotine-using players on the pitch will be historically unprecedented. The tournament kicks off June 11 in Mexico City, with the final at New York New Jersey Stadium on July 19. That's 38 days of high-pressure football. And if current usage trends hold, nearly 1 in 5 players will have nicotine pouches in their pre-match routine.

From Snus to Tobacco-Free Pouches: The Harm-Reduction Shift

Here's what changed.

Traditional tobacco snus — the Scandinavian staple that's been around for centuries — used to dominate European football. Swedish legends like Henrik Larsson and Zlatan Ibrahimovic were photographed using it. Larsson even admitted he used snus "to calm down a bit" before Sweden's 1994 World Cup penalty shootout against Romania.

But the 2024 PFA/Loughborough study found that tobacco-free nicotine pouches are now MORE commonly used than traditional snus among professional footballers.

Why the shift?

Because tobacco-free pouches eliminate the cancer-causing tobacco leaf while delivering the same nicotine hit. Products like Zar Airpouch, ZYN, and Velo have become common in professional sports settings — discreet, smokeless, and legal under current FIFA and WADA regulations.

This mirrors the broader nicotine pouch market's explosive growth. The global market is projected to reach $22.84 billion by 2030, driven largely by harm-reduction demand.

NGL, the math makes sense. If you're a professional athlete whose career depends on lung capacity, you're not lighting up cigarettes. But if you're already a nicotine user, switching to pouches is the cleanest option available.

World Cup Pressure Is Exactly When Players Use Them Most

The PFA study revealed players use nicotine pouches most commonly:

• After training (86%)
• After games (85%)
• Before high-pressure situations

That third category? That's where the World Cup comes in.

Jamie Vardy — England striker and the most documented nicotine pouch user in football — admitted in his 2016 autobiography: "I used to have the odd fag on a night out at Fleetwood, but one of the lads introduced me to snus when I signed for Leicester, and I found they helped me chill out."

He also dropped this bomb: "A lot more footballers use them than people realize, and some lads even play with them during matches."

Michail Antonio (West Ham/Jamaica) explained it bluntly on the Footballers' Football Podcast: "The reasons why players do it is because of the pressures of football and life. It really starts to get to people, so they need that stimulus."

The World Cup is the exact context where this pressure peaks. One penalty shootout can define a career. One mistake can haunt a nation for decades. Henrik Larsson's 1994 admission — using snus before a World Cup penalty shootout — is the most iconic documented example of traditional tobacco snus being used at the sport's highest stage.

The Invisible Advantage

Unlike cigarettes or vaping, nicotine pouches are completely smokeless and discreet.

Players can use them on the team bus, in the tunnel, or — as Vardy admitted — even during matches. Zlatan Ibrahimovic was photographed discarding a snus pouch immediately before coming on as a substitute for AC Milan. Marcus Rashford (Manchester United/England) was spotted with nicotine pouches during a 2025 holiday.

This discretion is why the PFA study noted true usage figures are "likely higher" than the 18–22% reported. Players are reluctant to disclose use even in anonymous surveys.

WADA Monitors But Doesn't Ban Nicotine in Sport

Here's the deal.

Nicotine has been on WADA's Monitoring Program since 2012 after 15% of professional athletes were found to actively consume it. A WADA-funded study found a +13.1% increase in time-to-exhaustion for nicotine-using athletes compared to nicotine-abstinent sessions.

But despite this, FIFA, UEFA, and the Premier League have never prohibited nicotine pouch use.

That means every player at the 2026 World Cup is free to use them legally. No anti-doping violation. No suspension. Just a personal choice that's become a widespread pre-match ritual.

The WADA study's findings are worth unpacking. The +13.1% time-to-exhaustion improvement was observed specifically in long-term nicotine users — not casual users. The researchers concluded that athletes addicted to nicotine would use snus to maintain their nicotine level to "feel normal" in order to improve sport performance.

Translation: It's not a magic performance booster. It's a dependency management tool.

The Social Contagion Effect in Team Sports

One stat from the PFA study hits different: 56% of male users and 73% of female users said they started using nicotine pouches to fit in with teammates — often more senior players.

This is how habits spread in locker rooms.

A staff member at a Premier League club described a "heavy user" who said: "I'd love to come off it, but I can't. It's just everywhere I look. Every other player's taking it."

Charlie Adam (former Stoke City/Liverpool) became the most vocal spokesperson about snus use in football. Speaking on BBC Radio 5 Live, he revealed snus use is "rife among footballers" and stated "a lot of the players are using it. It's the 'in' thing."

He explained how snus entered English football: "Smokeless tobacco use was quite prevalent in English Football. Snus was introduced to the local players through Scandinavian players."

That cultural exchange transformed what was once a regional habit into a Premier League phenomenon. And with the 2026 World Cup featuring teams from Sweden, Norway, Denmark, and other Scandinavian nations where snus use is culturally normalized, the cross-pollination will only intensify.

What the 2026 World Cup Means for Nicotine Pouch Visibility

The 2026 FIFA World Cup is expected to surpass the 2022 Qatar final's record 1.5 billion viewers. Yahoo Sports' 100-day countdown series is publishing daily articles tracking the tournament's scale. FIFA's official Instagram countdown reel garnered 50,000+ likes within days. TikTok was named FIFA's first-ever official video content partner.

This is the most sustained viral sports story of early 2026.

And if nearly 1 in 5 players are using nicotine pouches, the visibility — intentional or not — will be unprecedented. Cameras catch everything. Tunnel footage. Bench reactions. Post-match interviews.

The question isn't whether nicotine pouch use will be visible. It's whether anyone will talk about it.

The Health Conversation Nobody's Having

The PFA study found that 58% of male and 86% of female players had received no education about nicotine pouch health impacts.

That's a massive awareness gap.

Players reported experiencing primary indicators of nicotine dependence: using it without awareness or intention, cravings, irritability, restlessness, and anxiety during withdrawal. Approximately half the users in the men's game indicated wanting to quit in the next 12 months.

But here's the thing: quitting is hard when you're surrounded by it daily. One surveyed player admitted: "I have quit twice for eight months but always seem to start doing it again. [I] find it hard to quit when I'm around it all day."

The PFA plans to use these findings to develop future educational programs. But as the 2026 World Cup approaches, the conversation remains largely invisible to fans.

FAQ

Are nicotine pouches banned by FIFA or WADA?

No. Nicotine has been on WADA's Monitoring Program since 2012, but it is not prohibited. FIFA, UEFA, and the Premier League have never banned nicotine pouch use, meaning players at the 2026 World Cup can legally use them.

Which famous footballers have been confirmed to use nicotine pouches?

Jamie Vardy (England) confirmed use in his 2016 autobiography. Henrik Larsson (Sweden) admitted using snus before a 1994 World Cup penalty shootout. Zlatan Ibrahimovic was photographed discarding a snus pouch before coming on as a substitute for AC Milan. Marcus Rashford (Manchester United/England) was spotted with nicotine pouches during a 2025 holiday.

Why do footballers use nicotine pouches before matches?

Players cite stress management, relaxation, and focus as primary reasons. The PFA study found players use them most commonly after training (86%), after games (85%), and before high-pressure situations. Michail Antonio explained: "The reasons why players do it is because of the pressures of football and life."