Key Points
- European sports media spotlight nicotine pouches.
- “Snus” and nicotine pouches are often conflated.
- Footballer-use culture is already visible.
- Brand exposure may bring regulatory pressure.
2Firsts
June 25, 2026 — According to European sports outlets including 20minutos, Goal France and Thick Accent, a World Cup locker-room photo involving France player Michael Olise has triggered social-media discussion after some users said an item in his locker appeared to be “snus” or nicotine pouches. Several outlets linked the incident to the long-running use culture around oral nicotine products in professional football.
From Player Controversy to Product Visibility
20minutos reported that the photo showed a small metal can next to Olise’s boots, shirt and personal items. Some users identified it as “snus,” a Swedish-origin smokeless tobacco product. However, the outlet also said that, based on the can shown in the image, the item appeared more likely to be VELO nicotine pouches rather than traditional tobacco-containing snus.
VELO is a nicotine pouch brand owned by British American Tobacco. Unlike traditional snus, nicotine pouches typically do not contain tobacco leaf. They contain nicotine, plant fibers, flavorings and other ingredients, and are placed between the upper lip and gum to release nicotine. Sports outlets often use “snus” as a catch-all term for oral nicotine products, but from an industry and regulatory perspective, tobacco snus and tobacco-free nicotine pouches are different categories.
The incident currently rests on social-media imagery and media reports. There has been no formal statement from the France team, Olise, FIFA or the relevant brand. The reports also do not show any anti-doping violation or official sanction. Thick Accent said nicotine pouches are not currently banned by FIFA, while WADA places nicotine in its monitoring program rather than on the prohibited list.
For the industry, the core issue is not whether a single player used a specific product, but the non-traditional exposure that nicotine pouches can receive in high-traffic sports settings such as the World Cup. Even without sponsorship or active marketing, locker-room images, social-media circulation and fan discussion can generate substantial brand visibility.
Football’s “Snus Culture”
Thick Accent reported that Olise is not the first footballer to be linked to “snus” or nicotine pouches. The article cited Jamie Vardy, who was previously photographed carrying a tin of snus while on England duty and later acknowledged using related products to relax in his autobiography. European media have also linked players such as Marcus Rashford and Karim Benzema to snus or nicotine pouches.
Oral nicotine-product use in professional football is not an isolated issue. A study by the Professional Footballers’ Association (PFA) and Loughborough University found that 18% of surveyed male footballers and 22% of surveyed female footballers currently used snus or nicotine pouches. Lifetime use was 42% among male players and 39% among female players.
The study also found that reported reasons for use included relaxation, stress management, socialization, boredom and pre-match mental preparation. Some club medical and performance staff now view the issue as part of player health and professional-behavior management, rather than simply a private consumer choice.
This context explains why a single locker-room photo spread quickly through European sports media. Nicotine pouches have entered the everyday culture debate in professional football, especially in player networks linked to England, France, Germany and the Nordic countries. As lifestyle content and locker-room imagery spread across social platforms, the boundary between product visibility and player-behavior standards becomes less clear.
Regulation, Classification and Business Risk
European regulation differs sharply between snus and nicotine pouches. Traditional tobacco-containing snus is banned for sale in most EU member states, with Sweden holding an exemption. Tobacco-free nicotine pouches, because they contain no tobacco leaf, have long sat in a more fragmented regulatory environment across European markets.
This difference helps explain confusion in sports coverage. 20minutos referred to the EU ban on snus, but also said the item in the photo appeared more likely to be VELO nicotine pouches, which it said are legally sold in Spain. For the industry, this distinction matters: if media and the public treat nicotine pouches as identical to snus, product classification and compliance may be misunderstood, while public-health controversy may intensify.
Goal France placed greater emphasis on health risks, noting that nicotine pouches do not contain tobacco leaf but can still be addictive, and citing public-health concerns about nicotine and possible contaminants. Thick Accent noted that some experts describe nicotine pouches as a lower-risk alternative to traditional cigarettes, while also emphasizing that nicotine remains addictive and can have health effects.
From a business-reporting perspective, sports visibility is a double-edged sword. Nicotine pouch brands can gain organic attention through young male consumers, athlete lifestyle culture and social-media discussion. But when products become linked to professional athletes, young fans and health-risk narratives, they may also attract stronger regulatory scrutiny.
Three areas will be important to watch. First, whether football clubs and national teams introduce internal rules on use or locker-room display. Second, whether European countries further restrict nicotine pouch flavors, packaging and online sales. Third, whether brands face stricter advertising, youth-protection and health-warning requirements after gaining visibility in sports contexts.
For the nicotine pouch industry, the Olise locker-photo incident shows that sport is not only a consumer setting but also a regulatory and reputational arena. Even without official sponsorship, products can gain wide exposure through player-use culture while also facing pressure over public health, classification and brand reputation.
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Cover image:20minutos
