Philip Morris Expands Ducati MotoGP Tie-Up with ZYN Branding Push

Event summary

  • Philip Morris International (PMI) has expanded its partnership with Ducati Corse, adding ZYN nicotine pouch branding to MotoGP liveries for the 2026 season.
  • The collaboration, which began in 2003, now emphasizes PMI's shift toward smoke-free products and Ducati's performance innovations.
  • ZYN, the global number one nicotine pouch brand, will feature on select Ducati Corse MotoGP bikes as part of the expanded agreement.

The big picture

PMI's deepened partnership with Ducati Corse underscores its strategic pivot toward smoke-free alternatives, leveraging high-performance motorsports as a platform for brand engagement. With smoke-free products accounting for 43% of PMI's Q1 2026 revenues, this collaboration aligns with the company's long-term goal of phasing out cigarettes entirely. The move also reflects broader industry trends where tobacco firms are increasingly investing in non-combustible nicotine products to meet regulatory and consumer demands.

What we're watching

Brand Strategy
How ZYN's visibility in MotoGP will impact its market penetration among adult nicotine consumers.
Regulatory Scrutiny
Whether PMI's marketing of smoke-free products in high-profile sports events attracts regulatory attention.
Execution Risk
The pace at which PMI can transition smokers to its smoke-free portfolio while maintaining revenue growth.

Related topics

Market Share