Philip Morris International’s flagship nicotine pouch brand, ZYN, is set to feature on Scuderia Ferrari’s Formula 1 car liveries at select races in upcoming seasons. This development follows an expanded partnership between PMI and Scuderia Ferrari, as well as with Ferrari Challenge Trofeo Pirelli, a single-marque motorsport championship. The partnership, which starts in the 2026 season, aims to promote innovation and challenge the status quo for millions of adults who share a passion for motorsports.
According to Stefano Volpetti, President for Smoke-Free Products and Chief Consumer Officer at PMI, the partnership aligns with both parties’ drive for innovation. “PMI shares with Scuderia Ferrari the pursuit to innovate and challenge the status quo for millions of adults who share this passion,” said Volpetti. The partnership is expected to accelerate the replacement of cigarettes and promote PMI’s smoke-free products, such as ZYN, to adult consumers.
The collaboration between PMI and Scuderia Ferrari is not new, with the two parties having a relationship that spans over five decades. The renewed partnership is set to reinforce the spirit of relentless innovation and unforgettable experiences that has defined their relationship. ZYN branding will first appear on the Scuderia Ferrari car livery during the Abu Dhabi Grand Prix 2025, scheduled for December 7.
Lorenzo Giorgetti, Chief Racing Revenue Officer at Ferrari, noted that the partnership is a concrete expression of the company’s approach to innovation, responsibility, and continuous improvement. “Ferrari has always valued partnerships built on innovation, responsibility, and a vision oriented toward continuous improvement, with a forward-looking mindset,” said Giorgetti.
The partnership also reflects PMI’s commitment to marketing its products responsibly, with the aim of increasing adult consumers’ awareness and understanding of its smoke-free product portfolio. Formula 1, with its overwhelmingly adult audience, provides a global platform for PMI to engage adult consumers worldwide with messages on choice and innovative alternatives to cigarettes.
ZYN nicotine pouches are a leading nicotine pouch brand globally, with authorization from the U.S. Food and Drug Administration as appropriate for the protection of public health. PMI’s smoke-free products are available in over 100 markets, with over 41 million legal-age consumers worldwide using them as of June 30, 2025. The company has invested over $14 billion in developing and commercializing smoke-free products since 2008, with the goal of ending cigarette sales.
The partnership between PMI and Scuderia Ferrari is significant, as it promotes innovation and responsible marketing in the motorsports industry. As the world moves towards a smoke-free future, collaborations like this one are crucial in raising awareness about alternative products and promoting a healthier lifestyle. With the Abu Dhabi Grand Prix 2025 just around the corner, fans can expect to see ZYN branding on the Scuderia Ferrari car livery, marking a new chapter in the partnership between PMI and Scuderia Ferrari.