Philip Morris International has announced a significant expansion of its long-standing partnership with Ducati Corse, marking a new chapter in a relationship that has spanned more than two decades. The renewed agreement, which begins with the 2026 racing season and extends into the future, introduces a fresh dimension to the collaboration—one that blends cutting-edge motorsport performance with the evolution of smoke-free nicotine products.
At the center of this next phase is the introduction of ZYN, PMI’s flagship nicotine pouch brand. Recognized as one of the leading nicotine pouch products globally, ZYN will now feature prominently on Ducati Corse’s MotoGP liveries at select races throughout the season. This move signals not only a branding evolution but also a strategic alignment between two organizations that have consistently prioritized innovation, transformation, and forward-looking thinking.
A Partnership Rooted in Motorsport Heritage
The collaboration between Philip Morris International and Ducati Corse dates back to 2003—the same year Ducati made its debut in the premier class of motorcycle racing, MotoGP. From the outset, the partnership was built on shared ambitions: pushing technological boundaries, challenging conventions, and striving for excellence on a global stage.
Over the years, both entities have undergone profound transformations. Ducati Corse has risen to become one of the most dominant forces in MotoGP, known for its engineering ingenuity, aerodynamic innovations, and relentless pursuit of performance gains. Meanwhile, PMI has embarked on a major corporate shift, transitioning from traditional tobacco products toward a smoke-free future driven by science, technology, and reduced-risk alternatives.
This latest expansion of their partnership reflects how both organizations have evolved—not only individually but also together. It represents a convergence of motorsport excellence and a broader mission to redefine industries through innovation.
ZYN Takes Center Stage
The inclusion of ZYN branding on Ducati Corse motorcycles is a defining element of the renewed partnership. Unlike traditional tobacco products, ZYN is part of PMI’s expanding portfolio of smoke-free alternatives, designed to offer adult nicotine consumers a different experience without combustion.
By integrating ZYN into the high-visibility world of MotoGP, PMI aims to connect with adult audiences in a context that resonates deeply—high-performance racing. MotoGP’s global reach, combined with its predominantly adult fanbase, provides a platform where innovation, excitement, and brand storytelling intersect.
The decision to feature ZYN on Ducati’s race bikes is not merely about visibility. It reflects a broader narrative: positioning smoke-free products as part of a modern, forward-thinking lifestyle while aligning with environments that emphasize precision, performance, and technological advancement.
Shared Values: Innovation and Progress
A key theme underpinning this partnership is a mutual commitment to innovation. Ducati Corse has built its reputation on redefining what is possible in motorcycle racing. From pioneering aerodynamic winglets to developing advanced electronics and chassis systems, Ducati has consistently challenged established norms within MotoGP.
Similarly, Philip Morris International has invested heavily in research and development to create alternatives to traditional cigarettes. The company’s long-term vision centers on reducing the health impact of its products by encouraging adult smokers to switch to scientifically substantiated smoke-free options.
Nikolaus Ricketts, President of Oral Products at PMI, emphasized this alignment, noting that Ducati’s history of innovation mirrors PMI’s own transformation journey. According to Ricketts, the partnership is about more than branding—it’s about creating memorable experiences and engaging adult consumers in meaningful ways while advancing the company’s mission to move beyond cigarettes.
From Ducati’s perspective, the collaboration represents continuity and evolution. Mauro Grassilli, Sporting Director at Ducati Corse, highlighted that PMI has been a foundational partner since the team’s entry into MotoGP. Over time, the relationship has adapted to reflect changing technologies, market dynamics, and strategic priorities.
Motorsport as a Global Engagement Platform
MotoGP serves as a powerful stage for global engagement. With races held across multiple continents and a fanbase that spans millions of viewers, the championship offers unparalleled exposure for brands seeking to connect with international audiences.
For PMI, this environment aligns with its approach to responsible engagement. The company has emphasized that its marketing practices are designed to reach adult consumers while avoiding unintended audiences. MotoGP’s demographic profile—largely composed of adult fans—supports this objective.
At the same time, the sport’s emphasis on innovation, speed, and precision provides a natural backdrop for showcasing products that are positioned as technologically advanced alternatives. The association with Ducati Corse, a team synonymous with cutting-edge engineering, further reinforces this narrative.
Evolution of a Long-Term Collaboration
What makes this partnership particularly noteworthy is its longevity. In an industry where sponsorships often change rapidly, the PMI–Ducati relationship has endured for more than two decades. This continuity speaks to the strength of the collaboration and the shared vision that has guided it over the years.
Initially, the partnership was closely associated with traditional tobacco branding, reflecting the norms of motorsport sponsorship at the time. However, as regulations evolved and societal expectations shifted, both organizations adapted. PMI began transitioning toward reduced-risk products, while Ducati continued to innovate within the constraints of modern racing regulations.
The introduction of ZYN into the partnership represents the latest step in this evolution. It underscores how the collaboration has moved beyond its original framework to embrace new technologies, new products, and new ways of engaging audiences.
A Future Defined by Innovation
As the 2026 MotoGP season approaches, the expanded partnership sets the stage for a new era of collaboration. Fans can expect to see ZYN branding integrated into Ducati Corse’s visual identity at select races, adding a fresh dimension to the team’s presence on the grid.
More importantly, the partnership reflects broader trends shaping both industries. In motorsport, innovation continues to drive performance gains, with teams exploring new materials, aerodynamics, and data-driven strategies. In the nicotine sector, companies like PMI are investing in alternatives that aim to reduce harm while meeting consumer preferences.
By bringing these two worlds together, the PMI–Ducati partnership highlights the potential for cross-industry collaboration to create compelling narratives and experiences. It demonstrates how brands can leverage shared values—such as innovation and progress—to build connections with audiences in meaningful ways.
Responsible Marketing and Consumer Awareness
A central pillar of PMI’s strategy is responsible marketing. The company has reiterated its commitment to ensuring that its products are marketed only to adult consumers. This includes implementing safeguards to prevent access by unintended audiences and providing clear information about its product portfolio.
Within the context of MotoGP, this approach is particularly গুরুত্বপূর্ণ. The sport’s global reach requires careful consideration of how messages are communicated across different markets and cultural contexts. PMI has emphasized that its engagement within MotoGP is designed to raise awareness of smoke-free alternatives while maintaining high standards of responsibility.
The expanded partnership between Philip Morris International and Ducati Corse represents more than a sponsorship agreement—it is a reflection of how two organizations have evolved over time while maintaining a shared commitment to innovation and excellence.
From its origins in 2003 to its latest iteration featuring ZYN, the collaboration has continually adapted to changing landscapes in both motorsport and the nicotine industry. As it enters this new phase, the partnership underscores the importance of progress, responsible engagement, and the pursuit of new possibilities.
For fans of MotoGP and followers of industry trends alike, the 2026 season promises to showcase not only high-speed racing but also the next chapter in a partnership that continues to redefine what collaboration can achieve.
About ZYN
ZYN nicotine pouches—the number one nicotine pouch brand globally3. In the U.S., they were the first nicotine pouches authorized as appropriate to protect public health by the U.S. Food and Drug Administration. ZYN nicotine pouches are not risk-free and contain nicotine, which is addictive. They are only for legal-aged adult consumers of nicotine products and are not alternatives to quitting tobacco and nicotine altogether.
Philip Morris International is the global smoke-free champion—with the number one heated-tobacco product globally, ZYN as the number one nicotine pouch brand globally, and our offerings in the e-vapor category as important complements. The company now provides its broadest range of smoke-free products that deliver different usage, taste, price, and technology options to maximize the number of adult smokers who can find a better alternative that will help them switch away from smoking.
Source Link:https://www.businesswire.com/
