Philip Morris International’s flagship nicotine‑pouch brand, ZYN, will appear on Scuderia Ferrari’s Formula 1 car liveries at select races in upcoming seasons. The development follows an expanded partnership between PMI and Scuderia Ferrari, as well as with the Ferrari Challenge Trofeo Pirelli, a single‑marque motorsport championship. Beginning in the 2026 season, the partnership aims to promote innovation and challenge the status quo for millions of adults who share a passion for motorsports.
Stefano Volpetti, President for Smoke‑Free Products and Chief Consumer Officer at PMI, said the collaboration 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,” he explained. The partnership is expected to accelerate the replacement of cigarettes and promote PMI’s smoke‑free products, such as ZYN, to adult consumers.
The relationship between PMI and Scuderia Ferrari is not new; it spans more than five decades. The renewed agreement reinforces the spirit of relentless innovation and unforgettable experiences that has defined their collaboration. 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, described the partnership as 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,” he said.
The alliance also reflects PMI’s commitment to marketing its products responsibly, aiming to increase adult consumers’ awareness and understanding of its smoke‑free portfolio. Formula 1, with its overwhelmingly adult audience, provides a global platform for PMI to engage adult consumers worldwide with messages about choice and innovative alternatives to cigarettes. ZYN nicotine pouches are a leading global brand, authorized by 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 more than 41 million legal‑age consumers using them as of June 30 2025. Since 2008, the company has invested over $14 billion in developing and commercializing smoke‑free products, with the goal of ending cigarette sales.
The partnership between PMI and Scuderia Ferrari is significant for promoting innovation and responsible marketing within the motorsports industry. As the world moves toward a smoke‑free future, collaborations like this are crucial for raising awareness of alternative products and encouraging healthier lifestyles. With the Abu Dhabi Grand Prix 2025 approaching, fans can expect to see ZYN branding on the Scuderia Ferrari car livery, marking a new chapter in the PMI‑Ferrari partnership.
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