Philip Morris International (PMI) has expanded its partnership with Scuderia Ferrari HP and with Ferrari Challenge Trofeo Pirelli for the 2026 Formula 1 season and beyond.
A key development in the renewed agreement is the introduction of ZYN on Scuderia Ferrari HP’s Formula 1 livery at selected races across upcoming seasons. The first appearance of ZYN branding happened during the Etihad Airways Abu Dhabi Grand Prix on 7 December.
PMI President Smoke-Free Products & Chief Consumer Officer Stefano Volpetti commented: “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.
“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.”
The move follows a year of substantial travel retail growth for ZYN. This year the brand expanded into 15 new markets within the channel, bringing its total to 33 worldwide. In the USA, ZYN strengthened its footprint through expanded presence in major international airports and border locations.
“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,” commented PMI Global Travel Retail Vice President Beste Ermaner.
In the Nordic region, PMI Global Travel Retail (GTR) reported strong commercial momentum, underpinned by premium retail execution at Stockholm Arlanda Airport and across Baltic Sea ferry locations. September also saw the launch of a new Customer Experience Zone, further elevating category visibility and shopper engagement in the Nordics.
Ermaner added: “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.”
Commenting on ZYN’s performance in the Middle East and Japan, she added, “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.”
PMI said the enhanced motorsport partnership aligns with its broader strategy to connect with adult nicotine consumers, while continuing to scale ZYN in key international markets. ✈
