Philip Morris International expands partnership with Scuderia Ferrari HP

Philip Morris International (PMI) has expanded partnership with Scuderia Ferrari HP and with Ferrari Challenge Trofeo Pirelli, the single-marque motorsport championship created in 1993, for the 2026 season and beyond.

This next chapter introduces one major development – ZYN, the world’s number one nicotine pouch brand, will feature on Scuderia Ferrari HP Formula 1 liveries at select races throughout the seasons. To mark this moment, ZYN branding first featured on the Scuderia Ferrari HP car livery during the Abu Dhabi Grand Prix 2025 on December 7.

Stefano Volpetti, President Smoke-Free Products Chief Consumer Officer at PMI, emphasized the shared vision behind the company’s collaboration with Scuderia Ferrari HP.

“PMI shares with Scuderia Ferrari HP the pursuit to innovate and challenge the status quo for millions of adults that share this passion. By engaging in this space, we demonstrate our commitment on this journey,” said Volpetti. “By further enhancing our partnership with Scuderia Ferrari HP, 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.”

Beste Ermaner, Vice President PMI Global Travel Retail, added, “PMI Global Travel Retail achieved remarkable milestones with ZYN during 2025, and this partnership will further reinforce ZYN’s position as the market leader and its commitment to innovation.”

She highlighted that ZYN expanded into 15 new GTR markets in 2025, reaching 33 GTR markets globally. In the USA, ZYN strengthened its presence with expansion into new international airports and border locations. In the Nordics, PMI GTR delivered best-in-class execution at Arlanda Airport and Baltic Sea ferries, introducing premium retail infrastructure and a new Customer Experience Zone launched in September.

“All these initiatives position the global travel retail environment as a destination where legal-age nicotine users can explore a diverse range of smoke-free products, access accurate information, and receive support to make informed decisions and transition to better smoke-free alternatives,” Ermaner said.

When speaking about the Middle East, she noted, “Dubai was the first market to introduce ZYN 3.0 - a revamped product featuring a redesigned can and enhanced brand experience”. In Japan, PMI GTR marked a historic milestone by embracing a multi-category approach for the first time in that country, where “ZYN became the number one nicotine pouch product in Japan GTR within just three months post-launch”.