Philip Morris International (PMI) has renewed and expanded its partnership with Ferrari, extending a relationship that has spanned more than five decades. The new multi‑year agreement, effective January 1 2026, designates PMI as a Premium Partner of Scuderia Ferrari HP and a Series Partner of the Ferrari Challenge Trofeo Pirelli. Under the renewed terms, PMI’s ZYN nicotine‑pouch brand will appear on Scuderia Ferrari HP Formula 1 car liveries at the Abu Dhabi Grand Prix on December 7, 2025, and will be featured on select races thereafter.
The renewal positions PMI’s smoke‑free portfolio in a premium sports arena, aligning with the company’s strategy to accelerate ZYN adoption in the U.S. and global markets. PMI’s Q3 2025 results underscored the strength of that strategy: adjusted diluted earnings per share rose to $2.24 from $2.09 consensus, while revenue climbed to $10.8 billion versus $10.63 billion expected. The partnership is a key marketing lever that complements PMI’s robust financial performance and its focus on smoke‑free alternatives.
PMI’s President of Smoke‑Free Products and Chief Consumer Officer, Stefano Volpetti, said the partnership “reflects a shared pursuit to innovate and challenge the status quo,” while Ferrari’s Chief Racing Revenue Officer, Lorenzo Giorgetti, highlighted the long‑standing nature of the collaboration, noting that it has “spanned more than fifty years.” CEO Jacek Olczak added that promotional costs for ZYN are “more of a one‑off” and that the company remains confident in its margin profile, citing strong top‑line growth and margin expansion.
The partnership renewal is a material event because it expands PMI’s brand visibility and supports its strategic shift to smoke‑free products—a core component of its future growth plan. The renewal also signals PMI’s confidence in its smoke‑free portfolio, as evidenced by the company’s raised full‑year adjusted diluted EPS guidance for 2025 and its continued investment in high‑return verticals.
While the specific races beyond Abu Dhabi that will feature ZYN branding have not been disclosed, the renewal underscores PMI’s commitment to leveraging high‑visibility platforms to reach adult consumers. This aligns with PMI’s broader strategy of using premium sponsorships to drive awareness and adoption of its nicotine pouch products, which have become the number one nicotine pouch brand globally.
Overall, the partnership renewal is a significant marketing milestone that could influence PMI’s market position and brand equity, reinforcing its leadership in the nicotine pouch market and supporting its long‑term transition to smoke‑free products.
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