PMI Extends Ferrari Partnership to 2026, Bringing ZYN Nicotine Pouches to F1

Key Highlights

• PMI will extend its partnerships with Scuderia Ferrari HP and the Ferrari Challenge through the 2026 season and beyond, with the ZYN brand set to appear on F1 car livery for the first time.
• ZYN branding is expected to debut at the Abu Dhabi Grand Prix on December 7, 2025, as part of PMI’s “smoke-free future” strategy.
• As of June 30, 2025, PMI estimates that more than 41 million adult consumers worldwide are using its smoke-free products, with ZYN among the world’s leading nicotine pouch brands.
• PMI stresses that ZYN marketing targets only legal-age adults and notes that the product contains nicotine, is addictive, and is not a cessation product.

2Firsts, December 4, 2025 — According to information published on the Philip Morris International (PMI) website, the company announced that it will extend its partnerships with Scuderia Ferrari HP and the Ferrari Challenge through the 2026 season and beyond. As part of the expanded collaboration, PMI’s smoke-free nicotine pouch brand ZYN will appear on F1 car livery for the first time.

In a press release issued on its website, PMI stated that the collaboration forms part of its “smoke-free future” strategy, aiming to bring the ZYN brand from traditional retail and online channels to the high-visibility global sports arena. Under the new agreement, which covers the 2026 season and subsequent years, ZYN branding will begin appearing on Scuderia Ferrari HP’s F1 livery starting from the Abu Dhabi Grand Prix on December 7, 2025.

PMI noted that ZYN, one of the world’s leading nicotine pouch brands, has recorded significant growth in both sales and shipments in recent months. The company estimates that as of June 30, 2025, more than 41 million adult consumers were using its smoke-free products.

PMI reiterated that its marketing and sales practices follow principles of “responsible marketing”, targeting only legal-age adult consumers. The company also emphasized that ZYN contains nicotine, is addictive, and is not a risk-free or cessation product.

As previously reported by 2Firsts, BAT's nicotine pouch brand VELO launched limited-edition racing-themed packaging in October to highlight its collaboration with the McLaren F1 team. 

Cover image: timelesstrendsmagazine.africa