In 2016, Sweden achieved something no other country had done before: it brought its smoking rates down to the lowest in the world. After decades of relentless anti-smoking campaigns, public health initiatives, and strict regulations, the nation celebrated a remarkable victory against tobacco. It was a triumph that solidified Sweden as a global leader in the fight against smoking. However, while the Swedes were celebrating their success, a very different nicotine-related trend was quietly spreading across the world of football—one that would turn some of the sport’s biggest stars into addicts within a few short years.

At the same time that Sweden was drastically reducing cigarette use, something curious was happening over 2,000 kilometers away in England. During the 2016 UEFA European Championship, fans noticed England striker Jamie Vardy repeatedly reaching for a small, mysterious tin. Speculation swirled—what was in the box? Soon enough, the answer emerged: Vardy was using Snus, a smokeless tobacco product that had been widely used in Sweden for decades. This revelation sparked discussions about nicotine use among footballers, and as more players were seen with the same tins, it became clear that Snus was far more than just a passing trend.

What is Snus, and Why is it Popular?

Snus (pronounced ‘snooze’) is a form of moist smokeless tobacco that comes in small pouches, resembling tiny tea bags. Unlike cigarettes, Snus is placed under the upper lip, where the nicotine is absorbed directly into the bloodstream without the need for combustion, tar, or smoke inhalation. This feature alone made it highly attractive to footballers, who could enjoy the stimulating effects of nicotine without the lung damage associated with traditional smoking.

For players, Snus offered a combination of benefits:

• Increased focus and alertness – Nicotine stimulates neurotransmitters in the brain, boosting dopamine and creating a sense of pleasure and concentration.
• Stress relief – Football at the highest level comes with immense pressure. Many players turned to Snus as a way to calm their nerves before or after matches.
• No visible signs of smoking – Unlike traditional cigarettes, Snus use is discreet, allowing players to use it without drawing attention or violating club policies against smoking.

These advantages helped Snus gain rapid popularity among professional athletes, particularly in England’s Premier League, where the pressure to perform is relentless. The question was no longer whether footballers were using Snus—it was how many of them were addicted to it.

The Shift from Smoking to Snus: A Football Phenomenon

Football has long had a complicated relationship with nicotine. Decades ago, smoking was openly accepted among players, with stars like Johan Cruyff and Diego Maradona famously seen with cigarettes in hand. But as the sport evolved, fitness and endurance became paramount, and smoking fell out of favor. Clubs cracked down on tobacco use, and with the growing awareness of its dangers, footballers began seeking alternatives.

That’s where Snus entered the picture. It provided the nicotine fix players craved but without the visible or immediate health risks associated with smoking. By the early 2020s, Snus use had become a poorly kept secret in locker rooms across Europe. Players shared tins with teammates, and soon, Snus became a staple in dressing rooms, training grounds, and even on the sidelines.

The Hidden Addiction in Football

Despite its widespread use, Snus remains a controversial topic in football. Unlike steroids or performance-enhancing drugs, nicotine is not banned by anti-doping agencies. However, the World Anti-Doping Agency (WADA) has classified it as a ‘monitored substance,’ meaning its impact on athletic performance is under review. While there’s no conclusive evidence that nicotine significantly boosts performance, many clubs and medical professionals worry about the addictive nature of Snus and its long-term effects on players' health.

A 2022 study by the Professional Footballers’ Association (PFA) surveyed 628 players across England’s four professional divisions. The results were staggering:

• 1 in 5 players admitted to regularly using Snus.
• 2 in 5 players had tried it at least once.
• Some coaches estimated the actual numbers to be even higher, as many players were reluctant to admit their usage due to stigma.

The growing concern is that Snus is not just a casual habit—it’s an addiction that many players struggle to control. Unlike cigarettes, where public smoking bans help reduce usage, Snus can be consumed anywhere, making it harder for players to break free from its grip.

What’s Next? The Evolution of Snus in Football

As Snus use continues to spread, football faces a dilemma: should it take a harder stance against nicotine, or should it accept that players will always seek ways to cope with stress and performance pressure? With footballers openly using Snus in locker rooms and even on the bench during matches, it’s clear that the sport has yet to fully address the issue.

But Snus is just the beginning. A new and even more potent version has entered the market: White Snus—a nicotine-packed alternative with no tobacco content at all. This new product allows players to bypass tobacco regulations entirely while still getting their nicotine fix. And as history has shown, when it comes to nicotine addiction, once the door is open, it’s incredibly difficult to close it again.

In Part 2, we will take a closer look at White Snus—how it differs from traditional Snus, why it has become even more addictive, and how footballers are finding new ways to work around anti-smoking policies. Stay tuned!

Sources

Why does Ben White not watch football? Arsenal star makes honest admission amid absence from England’s Euro 2024 squad
How does nicotine work?
What Is Nicotine?
The Secret Footballer: 'Players don't care what fans think'
The Secret Footballer: it will be love and hate with the fans, so just accept it
Nicotine dependence
Tobacco use declines despite tobacco industry efforts to jeopardize progress
History of snus
Half of players using snus would like to stop - study
Snus: Several players seeking help for addiction, says Professional Footballers Association
Snus use in football: the threat of a new addiction?
“Effects of snus administration on sport performance”
Special report: Why is snus rife in football?
Football’s addiction to sleeping pills – ‘a disease spreading quietly across the game’
How English football got hooked on snus: ‘Players don’t understand the threat of it’
England forward Jamie Vardy reveals he's stopped using snus after last season's backlash