Ferrari Extends Long-Standing Partnership with Philip Morris International

Ferrari has announced the extension of its decades-long partnership with Philip Morris International, signaling a continued collaboration that spans more than half a century. This renewed agreement reinforces a bond that includes not only the Scuderia's Formula 1 race team but also the Ferrari Challenge Trophy.

Why it matters:

This extended partnership underscores the enduring nature of long-term sponsorships in Formula 1, even as the landscape of advertising and brand promotion evolves. For Ferrari, it represents continued financial stability and a vote of confidence from a global entity, allowing them to focus on their ambitious goals on the track. For Philip Morris International, it maintains a high-profile association with one of the most iconic brands in motorsport, albeit with a focus on their smoke-free product lines.

The Details:

• The new agreement will see Philip Morris International's ZYN brand featured on Ferrari's car livery at selected races.
• The ZYN branding is set to debut at the season-finale Abu Dhabi Grand Prix.
• Ferrari and Philip Morris International have maintained a partnership for over 50 years, with their connection evolving significantly due to changing advertising regulations.
• Since the early 2010s, Ferrari has been unable to display traditional cigarette branding from PMI, with 'Scuderia Ferrari Marlboro' last appearing as the official team name in 2011.
• Lorenzo Giorgetti, Ferrari's Chief Racing Revenue Officer, emphasized the values of "innovation, responsibility, and a vision oriented toward continuous improvement" as the foundation of the partnership.
• Giorgetti also highlighted the "scientific progress and a long-term perspective" that underpins the renewed collaboration.
• The partnership's evolution is linked to PMI's focus on developing smoke-free alternatives, aligning with shared values of "excellence, discipline, and innovation."

What's next:

The continuation of this historic partnership signals Ferrari's commitment to both its heritage and its future. As advertising regulations continue to shape how brands engage with F1, the focus on smoke-free alternatives like ZYN represents a strategic adaptation for Philip Morris International. This deal provides Ferrari with a stable financial backing, which is crucial as the team looks to optimize performance and compete for championships in the seasons to come. The appearance of the ZYN branding on the car will be a subtle yet significant visual indicator of this evolving relationship.