ZYN Joins the Scuderia Ferrari HP Era — A New Look for a Legendary Partnership

Ferrari is rewriting the script on long-term brand alliances.The iconic racing team has confirmed the extension of its five-decade partnership with Philip Morris International (PMI) a relationship that has shaped some of the most memorable eras in motorsport.

This next chapter comes with a major shift. For the first time, ZYN — PMI’s global nicotine pouch brand — will appear on Ferrari’s Formula 1 car livery at select races, debuting at the season-ending Abu Dhabi Grand Prix on December 7, 2025.

For Ferrari, a name built on speed, precision and elite performance, the move reflects a continued drive toward partnerships linked to technology, science, and future-focused thinking.

A New Visual Era in 2026

From the 2026 season, ZYN branding will appear at selected races around the world, marking a bold moment in a partnership that has been active for more than 50 years.

While motorsport is no stranger to major sponsorships, this evolution stands out for its longevity and its aim to reflect how worldwide consumer behaviour, branding, and innovation are changing.

Ferrari’s approach is less about nostalgia and more about what comes next.

Ferrari’s Forward-Facing Mindset

Inside Ferrari, the decision is seen as part of a broader shift toward continuous improvement — on and off the track.

Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, describes the partnership as a meeting of values:

“Ferrari has always valued partnerships built on innovation, responsibility and a vision oriented toward continuous improvement… Our renewed collaboration with PMI is a concrete expression of this approach, grounded in scientific progress and long-term thinking.”

Ferrari, a brand long associated with engineering excellence, frames the relationship as an extension of its culture of discipline, innovation and purposeful design.

Whether in engineering labs or commercial ventures, the team says its focus is unwavering: solve complex problems and shape the future of performance culture.

What This Means for Sports Culture

For fans, the shift highlights how racing is evolving. Formula 1 is increasingly a stage for conversations about technology, design, and culture, not just competition.

Brands entering the sport today often want more than visibility — they want relevance, storytelling, and alignment with shared values.

This partnership taps into that shift, aiming to create global moments that feel modern and culturally tuned-in.

A Responsible Communications Approach

PMI says it follows strict standards when communicating about its products.
The company focuses on addressing an adult audience and avoiding unintended groups, especially when operating on global platforms.

With Formula 1’s predominantly adult audience, PMI uses the space to communicate about its smoke-free product portfolio in a responsible way, while reinforcing its approach to marketing practices.

Why This Matters

Ferrari and PMI are attempting something that’s rare in modern brand culture:
maintaining a long-term partnership without becoming stagnant, and using it as a platform to explore new identities, new visuals, and new conversations.

For fans, 2026 will mark the start of a visual shift — one that connects racing heritage with a more experimental future.

This partnership comes hot on the heels of PepsiCo announcing a multi-year deal with the Mercedes-AMG PETRONAS Formula One Team starting in 2026! 🏁

The landmark collaboration brings together three powerhouse brands — Gatorade, Sting, and Doritos — with one of the most successful Formula 1 teams of the modern era. Each brand will play a unique role, delivering tailored activations, global visibility, and fan-focused experiences that highlight its category leadership.

Together, they’re gearing up to energise the team, the sport, and millions of fans worldwide, driving a new era of sport, culture and brand innovation on the grid.

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