Maranello, Italy – Inside the historic Ferrari Museum, surrounded by championship-winning machines and decades of motorsport heritage, Philip Morris International (PMI) and Scuderia Ferrari HP unveiled a new chapter in one of Formula 1’s most enduring partnerships. The announcement introduced ZYN, PMI’s leading nicotine pouch brand, as an upcoming presence on Ferrari’s Formula 1 livery and team assets at select races , which started at the 2025 Abu Dhabi Grand Prix and continuing into the 2026 season.
The event marked more than a partnership update — it was a statement on transformation and innovation at the intersection of racing performance, consumer technology, and global public health dialogue.
A Partnership Evolving Through Time
For over five decades, PMI and Ferrari have shared a relationship defined by engineering excellence and technological progress. While once rooted in the era of cigarette, the partnership has evolved with changing times. PMI’s focus has shifted toward better and smoke-free alternatives, reflecting a broader industry transition.
"Engaging with Formula 1 allows us to connect with adult smokers and present scientifically substantiated alternatives," said Yann Marois, Vice President of Smoke-Free Product Global Brands at PMI. “This partnership is no longer only about performance or innovation — it’s about mindset, progress, and responsible transformation.”
Ferrari’s Chief Racing Revenue Officer Lorenzo Giorgetti, emphasized the alignment of values between both brands: “Our collaboration is built on innovation and long-term thinking. We evolve together as technology and society evolve.”
Inside the Maranello Experience
The day began with a curated briefing session on Ferrari’s automotive legacy, where guests revisited the marque’s unrivaled history of design and performance.
Adding an element of participation, attendees joined a Pit Stop Challenge, recreating one of Formula 1’s most intense behind-the-scenes experiences. It demonstrated not just speed, but precision and teamwork — the same qualities that define Ferrari both on and off the circuit.
Panel Discussions and Product Evolution
A media panel discussion followed, featuring representatives from both Ferrari and PMI, who discussed the philosophy behind the two companies, and the integration of ZYN into motorsport and how this aligns with PMI’s mission to transition adult smokers toward smoke-free alternatives.
ZYN, while containing nicotine and not risk-free, represents a category-defining innovation in modern nicotine use. Executives positioned it as part of PMI’s broader strategy to redefine progress in terms of positive impact — emphasizing empowerment, consumer choice, and public health awareness.
The dialogue also touched on the global debate surrounding nicotine in sport, particularly the importance of responsible marketing and audience targeting in platforms like Formula 1, whose global fan base overwhelmingly comprises adults.
An Evening Among Icons
The evening transitioned into an immersive experience as the Ferrari Museum was reserved exclusively for attendees, offering a rare opportunity to explore its galleries privately. Guests engaged in Formula 1 simulators, stepping virtually into the cockpit of a Ferrari racer, before gathering amid the displays of legendary cars that shaped the brand’s storied history.
The event concluded with a private dinner within the museum, surrounded by iconic Formula 1 machines — a symbolic setting underscoring the blend of heritage and innovation that defines both Ferrari and PMI’s ongoing journey.
A Future Defined by Innovation and Responsibility
The partnership’s revival through ZYN represents both a homage to history and a vision for the future. For Ferrari, it ensures continued investment in performance and technology as the sport enters a new era of electrification and sustainability. For PMI, it demonstrates a commitment to science-based innovation and transformation toward smoke-free products.
Whether this collaboration will be seen as a landmark in responsible brand reinvention or as a continuation of a complex dialogue around nicotine and sport remains to be seen.
What is certain is that, in Maranello, this new chapter was presented not just as a media moment — but as an evolution grounded in passion, innovation, and the relentless pursuit of progress.
Looking for a used car in Dubai or new car deals? Explore YallaMotor’s verified listings today.
