Philip Morris International (PMI) will bring its flagship nicotine pouch brand ZYN into Formula 1 next season, after announcing an expanded partnership with Scuderia Ferrari HP and the Ferrari Challenge Trofeo Pirelli.
ZYN will appear on Ferrari’s F1 liveries at selected races from 2026, with the first outing confirmed for the 2025 Abu Dhabi Grand Prix on 7 December. The move marks the highest-profile motorsport placement yet for a nicotine pouch brand and underscores PMI’s intent to position ZYN at the centre of its smoke-free strategy.
Stefano Volpetti, PMI’s President of Smoke-Free Products and Chief Consumer Officer, said the rollout reflects a shared focus on innovation.
“PMI shares with Scuderia Ferrari HP the pursuit to innovate and challenge the status quo for millions of adults that share this passion,” he said. “By further enhancing our partnership… 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 Ferrari tie-up extends a commercial relationship stretching back more than 50 years – one of the longest in global sport.
Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, said the renewed partnership aligns with the team’s long-term ethos. “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 uniting our shared values of excellence, discipline and innovation to drive progress both on and off the track.”
PMI said the agreement fits within its responsible-marketing commitments, noting that Formula 1’s “overwhelmingly adult audience” provides a suitable platform for engaging legal-age consumers about smoke-free alternatives such as ZYN.
ZYN is the only nicotine pouch brand in the US to receive FDA authorisation as “appropriate to protect public health”, though PMI stresses the products are not risk-free and contain addictive nicotine. They are intended solely for adult consumers of nicotine products.