Scuderia Ferrari HP, the Formula 1 team of Ferrari, has expanded its commercial portfolio with two major sponsorship announcements. The team has renewed its long-standing partnership with Philip Morris International and signed a new multi-year agreement with S.Pellegrino, marking a blend of legacy and lifestyle categories within its global brand ecosystem.
Ferrari confirmed an extended multi-year agreement with Philip Morris International, the global tobacco and smoke-free products company. The renewed deal elevates PMI to premium partner status and deepens its presence across the Ferrari Challenge Trofeo Pirelli. The agreement also introduces ZYN, PMI’s nicotine pouch brand, on the Scuderia Ferrari HP Formula 1 livery at selected Grands Prix, with its debut scheduled for the 2025 Abu Dhabi Grand Prix. The extension builds on one of the world sport’s longest-running partnerships, now spanning more than fifty years.
Commenting on the renewed partnership, Lorenzo Giorgetti, Chief Racing Revenue Officer at Ferrari, said, “Ferrari has always valued partnerships built on innovation, responsibility, and a vision oriented toward continuous improvement, with a forward-looking mindset. Our renewed collaboration with PMI is a concrete expression of this approach and continues a relationship that has lasted for over fifty years, grounded in scientific progress and a long-term perspective. As PMI advances the development of smoke-free alternatives, we are proud to evolve together, uniting our shared values of excellence, discipline, and innovation to drive progress both on and off the track.”
In a parallel move, Scuderia Ferrari HP has welcomed S.Pellegrino, the iconic Italian sparkling mineral water brand, as an official partner. The agreement covers both the Formula 1 team and the Ferrari Challenge Trofeo Pirelli, with plans for co-branded projects led by Ferrari Centro Stile, premium product collaborations, and a global slate of experiential and digital-first activations.
Lorenzo Giorgetti continued, “Scuderia Ferrari has always drawn strength from the Italian spirit, a way of creating and living that blends craft, beauty, and the constant pursuit of improvement. In S.Pellegrino, we recognise a partner who embodies that same spirit. Their dedication to elevating everyday moments mirrors our commitment to pushing performance further, race after race. Together, we aim to offer fans and consumers experiences that feel authentically Italian and unmistakably forward-looking, celebrating a shared heritage while opening new pathways to connect with the next generation.”
Together, the renewed PMI deal and the addition of the S.Pellegrino position Ferrari with a reinforced commercial base ahead of Formula 1’s 2026 regulation cycle. While PMI brings continuity and one of the sport’s most enduring sponsorship relationships, S.Pellegrino adds a globally accepted lifestyle category that broadens Ferrari’s reach across consumer markets.
These developments arrive as Formula 1 continues to scale globally, fuelled by younger audiences, new territories, and intensifying competition for commercial visibility. For Ferrari, the combination of long-term partners and lifestyle-driven brands reflects a strategy built on stability, relevance, and cultural resonance.
Ferrari now turns its attention to the closing stages of the season, preparing for the final grand prix weekend while its commercial division lays the foundations for a refreshed partnership landscape entering the 2026 era.
