Ferrari signs fresh PMI deal, ZYN branding to debut on SF-25 in Abu Dhabi
Ferrari has extended its decades-long relationship with Philip Morris International, opening a new chapter that stretches beyond Formula 1 and brings the tobacco giant’s nicotine-alternative brand, ZYN, onto the SF-25 in Abu Dhabi this weekend.
The agreement, which also adds PMI backing to the Ferrari Challenge Trofeo Pirelli, underscores one of motorsport’s most enduring commercial alliances. It also nudges up against a familiar fault line for F1: how to work with legacy tobacco partners in an era where direct tobacco advertising has been outlawed since 2006.
Ferrari says this is a “new phase” of the partnership and, pointedly, that any initiatives will be guided by strict responsibility principles and aimed exclusively at adults. In other words, the guardrails are firmly in place. It’s hardly Ferrari’s first rodeo here; PMI has remained in the fold through the sport’s tobacco ban by promoting smoke-free ventures and research-led programs that sidestep traditional cigarette branding.
“Ferrari has always valued partnerships built on innovation, responsibility and a forward-looking mindset,” said Lorenzo Giorgetti, the team’s Chief Racing Revenue Officer. “As PMI advances smoke-free alternatives, we’re proud to evolve together, uniting shared values of excellence, discipline and innovation to drive progress on and off the track.”
The timing is notable. With Lewis Hamilton now paired with Charles Leclerc for 2025, Ferrari has an attention magnet on its hands. The red cars have never struggled for visibility, but this season’s spotlight burns even brighter. Dropping ZYN decals in Abu Dhabi will guarantee plenty of camera time—and plenty of chatter.
It’s also the latest move in a broader wave of paddock-level brand deals. Mercedes recently announced a wide-ranging partnership with PepsiCo, bringing Gatorade, Sting and Doritos into F1 for the first time. Red Bull ran a one-off McDonald’s livery in São Paulo, while F1 itself leaned into a new Disney tie-up with Las Vegas activations that felt more Hollywood premiere than race weekend. The commercial arms race is on, and the categories are expanding.
For Ferrari and PMI, continuity is the hook. This is a relationship stretching back over half a century, retooled for modern regulations and consumer trends. PMI’s acquisition of Swedish Match brought ZYN—nicotine pouches with no smoke or vapor—under its umbrella, and the brand has become a global talking point. Slapping its logo on an F1 car will only amplify that, though the team is careful to emphasize regulatory compliance at every turn.
There’s also an interesting motorsport symmetry to PMI supporting the Ferrari Challenge Trofeo Pirelli alongside the F1 program. The customer racing series is one of Ferrari’s strongest lifestyle pillars—exclusive, elite, and packed with brand loyalists. For a partner chasing adult audiences in controlled environments, it’s a tidy fit.
None of this will soothe everyone. The sport’s tobacco history remains sensitive territory, and F1’s current rulebook was written to put clear distance between its grandstands and cigarette packs. But it’s equally true that Formula 1 has evolved into a platform where technology narratives, health-adjacent products, and global lifestyle brands jostle for space on the grid. The PMI-Ferrari alliance has managed that evolution longer than most.
What should fans expect to see? Don’t look for throwback cigarette liveries. The ZYN mark is the headline addition for Abu Dhabi, and Ferrari insists the activation follows local and series-level regulations, which vary by market. If you’re scanning for the logo, expect something tidy, corporate, and deliberately grown-up.
From a competitive standpoint, the move doesn’t change the numbers. But it does signal Ferrari’s commercial momentum at a time when the team’s sporting project is under intense scrutiny and severe expectation. Hamilton alongside Leclerc is as heavyweight as line-ups come; the partners will want to ride that wave.
Zoom out and the message is simple: heritage meets modern compliance, with a crisp new logo to show for it. In a season where F1 feels more culturally plugged-in than ever, Ferrari’s longest-running partner isn’t stepping back. It’s stepping back in—just dressed for 2025.
