By Timothy S. Donahue
Top Takeaways:
- Ferrari has extended its long-running partnership with PMI, adding ZYN branding to its Formula 1 livery for the first time.
- The expanded agreement aligns PMI’s smoke-free strategy with a major global sports platform as ZYN experiences rapid consumer growth.
- Both companies say all marketing will follow strict adult-only standards as the partnership continues through 2026 and beyond.
Scuderia Ferrari HP, the Ferrari Formula 1 team, has extended its long-standing partnership with Philip Morris International. The relationship is one of the most enduring sponsorship ties in global sports, and will include debuting PMI’s ZYN nicotine pouch brand on Formula 1 car liveries for the first time.
The new agreement, announced on December 3, covers both Scuderia Ferrari HP and the Ferrari Challenge Trofeo Pirelli and will extend through the 2026 season and beyond, according to statements from both companies.
ZYN branding will appear on the Ferrari F1 car at the Abu Dhabi Grand Prix on December 7, marking a new chapter in the partnership. PMI said the move reflects its “smoke-free future” strategy, which aims to position its leading smoke-free brand in global, adult-oriented marketing settings. Ferrari stated that the collaboration continues to be based on shared values around innovation, research, and long-term technological advancement.
Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, said the renewed partnership highlights shared goals and long-term dedication. “Ferrari has always valued partnerships built on innovation, responsibility and a vision oriented toward continuous improvement,” he said. “As PMI advances the development of smoke-free alternatives, we are proud to evolve together.”
PMI stated that the agreement aligns its fastest-growing product category with one of the most visible platforms in international sports. ZYN has experienced rapid global growth, with PMI estimating that over 41 million adult consumers were using its smoke-free products as of June 30, 2025. The company emphasized that ZYN is intended solely for legal-age adults, contains nicotine, and is addictive.
“PMI shares with Scuderia Ferrari HP the pursuit to innovate and challenge the status quo for millions of adults that share this passion. By engaging in this space, we demonstrate our commitment on this journey,” said Stefano Volpetti, President Smoke-Free Products & Chief Consumer Officer, PMI. “By further enhancing our partnership with Scuderia Ferrari HP, we hope to accelerate the replacement of cigarettes, and we want our adult consumers of nicotine products, like ZYN, to embrace and enjoy every moment of this thrilling ride.”
The renewed partnership will focus on ongoing research and technology initiatives between the two companies. Both Ferrari and PMI stressed that all brand-related activities will adhere to strict standards of responsibility and be aimed exclusively at adults. The upcoming Abu Dhabi Grand Prix will mark the first activation of the expanded agreement.
