The London Marathon is one of the most recognisable endurance events in the world. Every April, it brings together elite athletes, amateur runners, and charity participants in a test of stamina, pacing, and mental resilience. While training plans, nutrition, and recovery strategies dominate most conversations around performance, there has been a quieter shift in recent years toward alternative stimulants, particularly nicotine pouches and caffeine pouches.
These products sit at an interesting intersection between sport, focus, and lifestyle. They are not performance enhancers in the traditional sense, but they are increasingly being used in ways that suggest athletes both professional and recreational, are experimenting with how they affect concentration, energy, and perceived effort.
Understanding their role requires looking beyond running and into the wider sporting world, where their use is far more established.
Why Stimulants Matter in Endurance Events Like the London Marathon
Marathon running is as much a mental challenge as it is a physical one. Over 26.2 miles, fatigue builds gradually, concentration dips, and pacing decisions become harder. Small changes in focus or perceived effort can have a meaningful impact on performance.
This is where stimulants come into play. Caffeine has long been used in endurance sport because it can improve alertness and reduce perceived exertion. Nicotine, while more controversial, has also been studied for its effects on cognitive function, reaction time, and attention.
Nicotine works primarily through the central nervous system, stimulating the release of dopamine and increasing alertness. In theory, this could help athletes maintain concentration during long events, particularly in the later stages when fatigue begins to affect decision-making.
Unlike caffeine, which is widely accepted in sport, nicotine sits in a more ambiguous position, with both potential benefits and notable risks.
Sports Where Nicotine Use Is Most Visible
Football
Nicotine pouch use has been widely reported in professional football. Studies have suggested that a significant proportion of players, around 1 in 5 in some leagues, use nicotine products, often in pouch or snus form.
Players are not typically using them during matches, but rather:
- before training
- post-match
- during downtime
The perceived benefits are often linked to relaxation and focus rather than physical performance. Research also shows that many players use them socially within team environments rather than purely for competitive advantage.
Golf
Golf is one of the clearest examples of nicotine use tied to performance. The sport relies heavily on precision, focus, and decision-making rather than raw physical output.
Nicotine has been described as a “tour pro’s little helper” in some discussions, with players reportedly using it to maintain concentration over long rounds.
Ice Hockey
Nicotine use, particularly snus and chewing tobacco has long been associated with ice hockey, especially in Scandinavian and North American leagues. Players often use it during games or between shifts.
The fast-paced nature of the sport requires:
- quick decision-making
- reaction speed
- sustained alertness
Nicotine’s cognitive effects are often cited as a reason for its popularity in this environment.
Motorsport
Drivers in motorsport operate under extreme concentration demands for extended periods. Maintaining focus, reaction time, and composure is critical.
While less openly discussed, stimulant use like nicotine and caffeine, has been reported in motorsport circles as part of broader focus-management strategies.
Nicotine pouch companies have also been sponsoring F1 teams and working with drivers, with Valteri Bottas having a signature line of pouches with 77, Velo sponsoring McLaren and ZYN working with Ferrari. Outside of F1, FRE nicotine pouches are a major sponsor of the Formula Drift Championship.
Cycling
Cycling provides one of the more interesting scientific case studies. Research has shown that nicotine may increase endurance in some situations, with one study reporting cyclists riding longer distances under nicotine conditions compared to placebo.
However, results are inconsistent, and not all studies show a benefit.
Archery and Shooting Sports
Precision sports are where nicotine’s effects are most clearly demonstrated. Studies have shown improvements in:
- hand-eye coordination
- reaction time
- cognitive processing
In one study involving archers, nicotine improved accuracy and performance compared to a placebo.
This aligns with broader evidence that nicotine can enhance attention and fine motor skills, which are critical in these disciplines.
Gym and Fitness Culture
Outside elite sport, nicotine pouches have become increasingly visible in gyms. Some users treat them as a pre-workout stimulant, claiming benefits such as:
- increased focus
- improved motivation
- enhanced workout intensity
This trend is still relatively new, but it reflects a broader shift in how people think about stimulants in fitness.
The Role of Caffeine Pouches in Sport
Caffeine is far less controversial and has a long-established role in sport. It is widely recognised for its ability to:
- improve alertness
- reduce fatigue
- enhance endurance performance
Unlike nicotine, caffeine is well-supported by research and is commonly used by marathon runners, cyclists, and endurance athletes.
Caffeine pouches offer a similar delivery method to nicotine pouches but without nicotine itself. They provide a convenient way to consume caffeine without liquids, which can be particularly useful during events like marathons where hydration strategies are tightly controlled.
For runners in events like the London Marathon, caffeine is often used strategically:
- before the race for initial alertness
- mid-race to combat fatigue
- toward the end to maintain pace
Potential Benefits of Nicotine in Sport
The potential benefits of nicotine in sport are largely cognitive rather than physical. Research suggests it may influence:
Focus and Concentration
Nicotine can enhance attention and mental clarity, which may help athletes maintain performance under fatigue.
Reaction Time
Improved reaction speed can be beneficial in sports requiring quick decision-making.
Perceived Effort
Some studies suggest nicotine may reduce the perception of effort, potentially allowing athletes to sustain activity longer.
Precision and Coordination
Fine motor skills and accuracy may improve, particularly in precision-based sports.
The Limitations and Risks
Despite these potential benefits, the evidence is far from conclusive. Many studies show mixed or negligible results, and individual responses vary widely.
Addiction
Nicotine is highly addictive. Regular use can lead to dependence, requiring increasing doses over time.
Cardiovascular Effects
Nicotine increases heart rate and blood pressure, which can place additional strain on the cardiovascular system, particularly during endurance events.
Performance Variability
While some athletes may experience benefits, others report:
- nausea
- dizziness
- reduced performance
Long-Term Health Concerns
Nicotine pouches are generally considered less harmful than smoking because they do not involve combustion. However, long-term effects are still not fully understood, and risks remain.
Some research even suggests that nicotine may impair endurance and strength in certain contexts.
Nicotine vs Caffeine: A Practical Comparison
While both substances are stimulants, their roles in sport differ significantly.
Caffeine is:
- widely accepted
- extensively researched
- commonly used in endurance sport
Nicotine is:
- less studied
- more variable in effect
- associated with higher risk
For marathon runners, caffeine remains the more practical and predictable option. Nicotine’s role is more niche, often linked to sports where cognitive precision outweighs physical endurance.
The Future of Stimulants in Sport
Nicotine is not currently banned by major anti-doping organisations, which means its use is likely to continue growing.
At the same time, increased awareness of its risks, particularly addiction, may lead to tighter scrutiny in the future.
Caffeine, by contrast, is already embedded in sports culture and is unlikely to face similar challenges.
For an event like the London Marathon, the role of stimulants is ultimately about balance.
Caffeine has a clear, established role in helping runners manage fatigue and maintain performance over long distances. Nicotine, while increasingly visible in other sports, remains more experimental and less predictable.
The growing use of nicotine and caffeine pouches reflects a broader trend in sport: athletes are constantly looking for small edges, whether physical or psychological. But as with any performance strategy, those potential benefits need to be weighed against the risks.
For most runners, especially those taking on the London Marathon, the fundamentals like training, pacing, hydration, and recovery will always matter far more than any stimulant.
The rest is just marginal gains.
