In a significant development for motorsport and corporate partnerships, Philip Morris International (PMI) has announced a major expansion of its long-standing collaboration with the iconic Scuderia Ferrari HP Formula 1 team and the Ferrari Challenge racing series.
A New Chapter in a Decades-Long Alliance
The partnership, which is one of the most enduring in sports history, has been strengthened for the 2026 season and beyond. This renewed agreement introduces a bold new element: the global nicotine pouch brand, ZYN, will be featured on the Scuderia Ferrari HP car liveries at select Grand Prix races. This move marks the first time the ZYN brand will appear on the famous red cars, symbolizing a shift in PMI's consumer focus.
Abu Dhabi 2025: The Starting Grid
The visual transformation will commence at the Abu Dhabi Grand Prix in 2025, scheduled for December 7. This race will serve as the debut platform for the ZYN branding on the world stage, kicking off this new phase of the partnership. The collaboration also continues with the Ferrari Challenge Trofeo Pirelli, the single-marque championship established back in 1993.
Shared Vision of Innovation and Progress
Senior executives from both companies highlighted the shared values driving this evolution. Stefano Volpetti, President of Smoke-Free Products & Chief Consumer Officer at PMI, stated that the partnership is rooted in a mutual pursuit of innovation and challenging the status quo. He emphasized that engaging in Formula 1 demonstrates PMI's commitment to its smoke-free journey, aiming to accelerate the replacement of cigarettes and allow adult consumers to embrace new experiences.
Echoing this sentiment, Lorenzo Giorgetti, Chief Racing Revenue Officer at Ferrari, noted that Ferrari has always valued partnerships based on innovation, responsibility, and a forward-looking vision. He expressed pride in evolving alongside PMI as it develops smoke-free alternatives, uniting their shared values of excellence, discipline, and innovation to drive progress both on the racetrack and beyond.
This expanded deal reinforces the spirit of relentless innovation that has defined the over-five-decade relationship between the two giants. It strategically utilizes the global platform of Formula 1 to position PMI's smoke-free portfolio, with ZYN—the number one nicotine pouch brand worldwide—taking center stage in this high-speed marketing drive.
