Philip Morris International (PMI) has announced a major expansion of its long-running partnership with Scuderia Ferrari HP, unveiling a bold new chapter that will see the company’s flagship nicotine pouch brand, ZYN, appear on Ferrari’s Formula 1 livery from the 2026 season onwards.
The development marks a significant evolution in one of the longest and most recognisable partnerships in global sport, with PMI and Ferrari having collaborated for more than 50 years.
The company confirmed the announcement on Wednesday, stating that ZYN, currently the world’s leading nicotine pouch brand, will feature on Scuderia Ferrari HP’s cars at select races throughout the upcoming seasons.
The branding will make its debut at the Abu Dhabi Grand Prix on December 7, 2025, signalling the beginning of a refreshed era for the partnership that blends high-performance motorsport with PMI’s ongoing shift toward smoke-free products.
Stefano Volpetti, President of Smoke-Free Products and Chief Consumer Officer at PMI, said the move reflects a shared ambition between the two global brands: challenging convention while appealing to millions of adults who are passionate about innovation and performance.
“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,” he said.
Volpetti added that PMI sees the enhanced partnership as an opportunity to accelerate its vision to replace cigarettes with smoke-free alternatives for adult nicotine users.
“We want our adult consumers of nicotine products, like ZYN, to embrace and enjoy every moment of this thrilling ride,” said Volpetti.
Ferrari echoed this sentiment, highlighting the partnership’s longevity and continued focus on technological advancement and responsible innovation.
Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, said the renewed collaboration demonstrates the Italian team’s commitment to forward-looking partnerships grounded in scientific progress and excellence.
“Ferrari has always valued partnerships built on innovation, responsibility and a vision oriented toward continuous improvement. As PMI advances the development of smoke-free alternatives, we are proud to evolve together, uniting our shared values of excellence, discipline and innovation to drive progress both on and off the track,” he said.
The partnership arrives as PMI continues to pivot away from traditional tobacco products, investing heavily in nicotine pouches, heated products and other smoke-free technologies. ZYN, positioned as a leading global brand, plays a central role in that strategy. According to PMI’s internal shipment and sales estimates, nicotine pouch volumes grew strongly from January to July 2025, reinforcing the brand’s prominence as it moves into one of the world’s most televised sporting arenas.
PMI emphasised that its marketing approach remains grounded in responsible practices aimed exclusively at adult consumers. The company noted that Formula 1’s overwhelmingly adult audience provides a suitable platform to communicate its message about smoke-free alternatives, while guarding against exposure to unintended audiences.
PMI said the goal is to increase awareness of scientifically developed options for adult nicotine users who would otherwise continue smoking.
As Ferrari prepares for the 2026 season, the introduction of ZYN branding adds a new dimension to a partnership shaped by decades of shared ambition, engineering excellence, and commercial influence. For PMI, it marks another step in its high-visibility push toward a smoke-free future, one now set against the global spotlight of Formula 1.