Philip Morris International confirmed it will deepen its collaboration with Ducati Corse, extending a relationship that dates back more than two decades. The updated agreement includes the placement of ZYN nicotine pouch branding on Ducati MotoGP race liveries during selected events in the 2026 season and future campaigns.

The addition of ZYN introduces a new commercial element to the partnership. The brand, identified as the leading nicotine pouch product globally, will gain visibility through MotoGP’s international platform, aligning with PMI’s push to promote alternatives to traditional cigarettes among adult consumers.

The connection between the two organizations began in 2003 when Ducati entered MotoGP competition. Since then, both entities have evolved, with Ducati advancing in high-performance racing and PMI shifting toward a portfolio centered on smoke-free products.

The company states that its broader strategy focuses on reducing cigarette use by expanding access to alternatives such as heated tobacco, nicotine pouches, and e-vapor products. These offerings are now available in more than 105 markets, with an estimated 43 million adult users as of the end of 2025.

MotoGP’s audience, described as predominantly adult, provides a global setting for PMI to communicate its product range. The company emphasizes that its marketing approach aims to inform adult consumers while maintaining safeguards against unintended audiences.

📊 What This Means (Our Analysis)

This partnership extends beyond branding, reinforcing PMI’s shift toward smoke-free products through high-visibility platforms tied to adult audiences.

By integrating ZYN into MotoGP, the company aligns its evolving product mix with global sports exposure, strengthening how it presents alternatives to traditional cigarettes.

📌 Our Take: The move signals how legacy partnerships can be repurposed to support long-term business transformation strategies.