Snus & the 2026 World Cup –
Why Footballers are Turning to Nicotine Pouches
At the 2026 FIFA World Cup, Bayern striker Michael Olise caused a stir: nicotine pouches were discovered and photographed in his World Cup locker. The discovery sparked a broad discussion about snus in professional football – making it clear that the issue is no longer a fringe phenomenon.
What used to stay behind closed locker room doors is now openly discussed, at least since the 2026 World Cup: snus and nicotine pouches are widespread in professional football. A study by Loughborough University shows that one in five English professional footballers actively uses nicotine pouches – in some clubs, the rate is said to be over 50 percent.
The Snus Trend in Professional Football
Snus is not new to sports. Scandinavian players have been using tobacco pouches for decades, and the trend towards tobacco-free nicotine pouches has massively expanded consumption in recent years – because the small white pouches are inconspicuous, leave no odor, and can be used discreetly under the lip.
The figures from the PFA study are clear:
- 18% of male Premier League and EFL players actively use nicotine pouches
- 42% have tried it at least once
- In women's football (WSL), even 22% of surveyed players use nicotine pouches
- About a quarter of regular users consume 11 or more pouches per day
The trend is not only evident in England. Clubs from Germany, Austria, France, and the Nordic countries report similar patterns. In the DFB and Bundesliga, the topic has hardly been publicly discussed so far – although its prevalence is known internally.
Which Footballers Use Snus?
Most professionals remain silent about their consumption publicly – the fear of negative press is too great. However, some names have become known through their own statements, photos, or observations:
At the 2026 World Cup, a tin of VELO nicotine pouches was discovered in Olise's locker – a photo of it went viral. Mundo Deportivo published the image, showing the turquoise VELO tin next to his toiletry bag. Neither the French association nor Olise himself have commented on the incident so far.
Openly described his own snus consumption in his autobiography and mentioned that many teammates also use snus – more than fans realize.
Photographed with nicotine pouches in 2025 during a vacation in Saint-Tropez. No public statement on this.
One of the best-known snus users in Scandinavian professional football. In Norway, snus is deeply rooted culturally and widely used.
Observed inserting a nicotine pouch during a Premier League match – one of several documented cases on the pitch.
Goalkeeper who was filmed using snus on the pitch during the Newcastle vs. Liverpool match.
The mentioned players are only those whose consumption is publicly documented. According to the PFA study, around 18% of all Premier League professionals actively use nicotine pouches – this means an average of 3-4 players per team in a squad of 20.
Why Do Footballers Use Snus?
The reasons are manifold – and not just reducible to "habit". Nicotine has demonstrable short-term effects on the nervous system that can be interesting for high-performance athletes:
Concentration & Focus
Nicotine stimulates the sympathetic nervous system and temporarily increases alertness and concentration. Many players describe a mental "reset effect" before important matches or at halftime. The effect kicks in within minutes and lasts 20–40 minutes.
Stress Management & Relaxation
Paradoxically, nicotine has both stimulating and calming effects – depending on the dosage and initial state. In the high-pressure environment of professional sports, snus serves many players as a means of tension regulation – before the game, during the break, or after the final whistle.
Social Component
In some clubs, snus is part of the locker room culture. If a large part of the team consumes it, the inhibition threshold decreases. Jamie Vardy described exactly this effect – snus was simply "normal" in his team.
Alternative to Smoking
Some players switched from cigarettes to nicotine pouches – as a supposedly lung-friendlier alternative. No smoke, no smell, no visible traces. This makes nicotine pouches particularly attractive in sports.
Despite short-term effects, nicotine is an addictive substance. Long-term use can lead to increased blood pressure, heart problems, sleep difficulties, and gum damage. The described "benefits" are not a medical recommendation.
Is Snus Allowed in Sports? (WADA)
The short answer: Yes – snus and nicotine pouches are allowed in professional football.
Nicotine is not on the World Anti-Doping Agency (WADA) Prohibited List. While it has been included in WADA's Monitoring Program since 2012 – meaning data is collected – it is explicitly not prohibited. Neither FIFA, UEFA, nor the Premier League or the DFB have banned snus or nicotine pouches.
Nicotine: Monitoring Program (since 2012) – not prohibited
FIFA/UEFA: No ban
Tobacco-free nicotine pouches: Permitted in all competitions
Traditional Snus (with tobacco): EU sales ban, but no sports ban
This could change in the future: WADA is actively observing the trend, and some sports federations are discussing possible restrictions. As of the 2026 World Cup, consumption is completely legal and compliant with regulations.
Risks & What Fans Should Know
Nicotine pouches may seem less harmful compared to cigarettes or tobacco snus – but they are not a harmless product. Relevant risks:
- Nicotine Addiction – Nicotine is addictive, regardless of the method of consumption
- Increased Blood Pressure & Heart Rate – short-term, but persistent with regular use
- Sleep Difficulties – especially with evening consumption
- Gum Damage – with long-term use at the application site
- No Long-Term Studies – tobacco-free nicotine pouches are still a relatively new product
For all information about snus and nicotine pouches – what types are available, how they are used, and what to consider when buying – we have compiled a dedicated guide.
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Buy VELO → All Nicotine Pouches →Frequently Asked Questions
What's the deal with Michael Olise and snus at the 2026 World Cup?
Is snus allowed in football?
How many footballers use snus?
Why do footballers use snus?
Which footballers use snus?
Is snus the same as nicotine pouches?
→ Buy snus online – The big shop guide
→ The strongest nicotine pouches 2026 compared
→ Is snus legal in Germany?
→ Snus on holiday – What is allowed?