FOMO hit different this time. Last week, I missed an entire trip to Italy for an F1 event and honestly, my life was a bit upside down at the time. But everything happens for a reason, right? Still, I’m here to fill you in on what my fellow media colleagues experienced at what turned out to be a pretty significant moment in motorsport partnership history.
Maranello Magic: Where It All Went Down
On Thursday, February 5, Philip Morris International invited select media outlets to an exclusive event inside the Ferrari Museum in Maranello, Italy. Picture this: iconic cars that have literally shaped motorsport history surrounding you as the hosts unveiled the latest evolution of one of sport’s most enduring partnerships.
The news? ZYN, the world’s number one nicotine pouch brand¹, is joining the Scuderia Ferrari HP Formula 1 livery and team assets at select races in 2026 and beyond.
More Than Five Decades of Evolution:
Few partnerships in sport have the depth and legacy of the one between Philip Morris International and Scuderia Ferrari HP. For over 50 years, these two have evolved together, through engineering eras, championship victories, technological revolutions, and now, a fundamental shift in mindset.
This isn’t just another logo on a car. It represents something bigger.
The Philosophy: Where Intensity Meets Presence
What struck me most about the coverage from Maranello was how this partnership has moved beyond traditional motorsport sponsorship thinking. It’s anchored in shared values: excellence, pushing innovation boundaries, and being fully present in the moment.
As Yann Marois, PMI’s Vice-President of Smoke-Free Product Global Brands, put it:
For decades, our partnership with Ferrari has been rooted in innovation and technology but now we’re adding a new layer to it. It’s no longer just about engineering or performance; it’s about how we think, how we show up, and how we connect with adult nicotine users in a more intentional, more present way.
That’s the shift, from pure performance metrics to intentional presence.
ZYN: Redefining a Category
ZYN sits at the center of a global shift in how adults experience nicotine. It offers simplicity and innovation in a product that, while not risk-free and containing nicotine (which is addictive), represents a better alternative to cigarettes.
The category itself is still early in its journey, but its trajectory is undeniable. Nikolaus Ricketts, PMI’s President of Oral Products, emphasized the broader vision:
This moment is about empowerment, giving adults better choices than continued smoking, grounded in innovation and designed for real life. It represents a future where progress in our industry is measured not only in financial performance, but in the positive impact we can create for consumers and public health.”
The Formula 1 Connection:
Why Formula 1? The answer is straightforward: audience alignment. Formula 1 has an overwhelmingly adult global audience, making it an ideal platform to engage adult consumers with a message of choice and innovative alternatives to cigarettes.
PMI’s commitment to responsible marketing means increasing adult consumers’ awareness and understanding of their smoke-free product portfolio while actively guarding against access by unintended audiences. Their marketing and sales policies reflect this approach across all platforms.
What You Need to Know About ZYN:
∙ Global leader: ZYN is the number one nicotine pouch brand globally²
∙ U.S. authorization: In the United States, ZYN nicotine pouches are the only nicotine pouches authorized as appropriate to protect public health by the U.S. Food and Drug Administration
∙ Important context: ZYN nicotine pouches are not risk-free and contain nicotine, which is addictive
∙ Target audience: Intended only for legal-aged adult consumers of nicotine products
∙ Not a quit tool: These are not alternatives to quitting tobacco and nicotine altogether
The Bigger Picture:
While I missed seeing the Ferraris and walking those museum halls in person, what emerged from Maranello represents something worth paying attention to. This isn’t just about motorsport marketing, it’s about how legacy partnerships evolve to reflect changing consumer landscapes and corporate responsibility frameworks.
The partnership between PMI and Ferrari has always been about pushing boundaries. Now, it’s also about pushing the conversation forward on what innovation in nicotine products can look like, and how that conversation reaches adult consumers in responsible, intentional ways.
Sometimes the stories you miss tell themselves anyway. This was one of them.