In the town where speed is a local accent, the future of nicotine branding was being debated far from the racetrack. Inside the Ferrari Museum, beneath trophies that chronicle decades of Formula 1 glory, Philip Morris International (PMI) and Scuderia Ferrari HP announced an expanded partnership that places the ZYN nicotine pouch brand on selected race liveries from 2025.
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For many observers, the move represents more than a commercial agreement. It signals how one of motorsport’s oldest relationships is being reshaped for an era in which cigarette advertising has disappeared, and companies speak instead of “smoke-free alternatives”. PMI confirmed that its collaboration with Ferrari and the Ferrari Challenge Trofeo Pirelli will extend into the 2026 season and beyond. ZYN branding appeared on the Ferrari car at the Formula 1 Etihad Airways Abu Dhabi Grand Prix in December 2025.
Yann Marois, PMI’s Vice President for Smoke-Free Products Global brands, said the partnership is aimed at accelerating the replacement of cigarettes. “By engaging in this space, we demonstrate our commitment to this journey,” he told the media gathered in Maranello. “We want adult consumers of nicotine products, like ZYN, to embrace and enjoy every moment of this thrilling ride.”
Ferrari’s Chief Racing Revenue Officer, Lorenzo Giorgetti, described the collaboration as rooted in innovation and responsibility. “As PMI advances the development of smoke-free alternatives, we are proud to evolve together, uniting our shared values of excellence, discipline and innovation,” he said.
South African relevance
The announcement comes as South Africa grapples with its own tobacco policy direction, including proposed legislation that could tighten controls on nicotine products. Public-health experts remain divided on whether pouches and other alternatives reduce harm or create new forms of dependence.
PMI maintains that its marketing will target only legal-age adults and points to the U.S. Food and Drug Administration authorisation of ZYN as evidence of scientific scrutiny. The company says more than 41 million adults worldwide now use its smoke-free products, which account for 41% of its net revenues for the first nine months of 2025.
Inside the red city
The event unfolded in a town synonymous with Ferrari heritage. Journalists were given the opportunity to attend a pit-stop demonstration beside a replica Formula 1 car, followed by a panel discussion in the museum’s Convention room, outlining the company’s transformation strategy. These were undoubtedly moments to remember!
Guests later toured the museum and ended the evening in the celebrated Sala delle Vittorie, surrounded by championship trophies. Outside, every day, Maranello continued unaffected – scooters buzzing through narrow streets and cafés filling with the aroma of espresso. The contrast highlighted how global
corporate decisions intersect with ordinary life.
Whether the partnership marks genuine progress toward reduced-risk products or a sophisticated rebranding of nicotine remains contested. What is clear is that the debate has shifted from boardrooms to one of the world’s most visible sporting platforms. As the Ferrari engines prepared for another season, the message painted on their flanks signalled that the conversation about tobacco, choice and public health is accelerating just as fast as the cars themselves.
