Tobacco and motorsport: persistent visibility contradicting public health objectives

Ferrari and Philip Morris International (PMI) have officially announced the extension of their historic motorsport partnership, presented as a renewed commitment to innovation and new long-term projects. The press releases from both companies highlight strengthened technological collaboration, the launch of a strategic "new chapter," and the continuation of mutual support built on decades of cooperation. While this agreement represents a continuation of an iconic motorsport relationship, it nevertheless raises significant public health concerns, given the long-standing ties between Formula 1 and the tobacco industry and the need to prevent any form of indirect promotional influence on young audiences.[1].

A renewed historic partnership

The extension of the partnership between Ferrari and Philip Morris International is a continuation of a long-standing relationship, which remains one of the most visible in the Formula 1 landscape despite evolving international regulations governing the tobacco industry's presence in sports. The new agreement is presented as an extension of existing collaborations, particularly in technical and operational areas, without specifying the precise details of these partnerships.

The two companies emphasize the continuation of a long-established institutional relationship, now described as focused on the exchange of expertise. This communication reflects a logic of continuity rather than rupture. The announcement of a multi-year commitment reinforces the idea of a partnership designed to endure, regardless of changes in the regulatory framework or developments in the sport. The tobacco company's continued alliance underscores the gap between its institutional rhetoric of radical change and the reality on the ground. The rhetoric of performance and innovation is a verbatim repetition of the presentation of past agreements between the two companies. It also highlights the significant financial weight of tobacco companies as sponsors. This dynamic, based more on legacy and the persistence of a long-standing association than on a clearly established operational necessity, helps maintain PMI's institutional presence in a global media environment. In this context, the reference to technology, engineering or research is primarily a register of communication intended to justify the continuity of a relationship which, in practice, primarily prolongs a symbolic association built over several decades.

A strategic visibility that is out of step with public health commitments

Philip Morris International's continued involvement in the Formula 1 ecosystem is part of a broader strategy to maintain institutional visibility in high-profile environments, despite restrictions on tobacco sponsorship. This presence, based on long-standing partnerships and activities surrounding the competitions, allows the company to remain associated with a globally followed and highly valued sport. It thus provides significant symbolic exposure, without resorting to direct marketing, in a field where the image of performance, technology, and innovation enjoys widespread social acceptance and is particularly appealing to the tobacco company's target audience.

In this context, the risk of normalization among young audiences is particularly concerning. Formula 1 attracts a growing audience among teenagers and young adults, as well as women, notably through streaming platforms, social media, and related content, which multiply points of contact. The recurring association of a tobacco company with a sport perceived as modern, spectacular, and culturally appealing can contribute to trivializing the industry's presence in the public sphere and weakening the perception of the risks associated with tobacco and nicotine products. This indirect exposure, amplified by viral digital content and the massive engagement of fan communities, can obscure prevention messages and reduce the impact of policies aimed at protecting younger generations.

This dynamic also raises major questions about the consistency of these practices with the commitments made by many states under the WHO Framework Convention on Tobacco Control. Article 13 of the FCTC prohibits all forms of tobacco advertising, promotion, and sponsorship that contribute to promoting a tobacco product by deceptive, biased, or misleading means, or that are likely to give a false impression regarding the characteristics, health effects, risks, or emissions of the product. However, by maintaining an institutional presence in a globalized sport, PMI benefits from a level of visibility that is difficult to reconcile with this measure.

Court decisions that confirm the illegality of these partnerships

Since 2019, court decisions and official complaints have highlighted the illegality of partnerships between tobacco or nicotine companies and sports teams or events. In France, the National Committee Against Smoking (CNCT) initiated proceedings against Philip Morris regarding its partnership with Mission Winnow during the 2019 Le Mans Motorcycle Grand Prix.[2]. The judges forced the tobacco company to comply with French law. This case had a domino effect: the brand's logo was removed from all of the European races.

This vigilance has also extended to the recent use of so-called "alternative" nicotine products. In the Netherlands, several health organizations, including the KWF Dutch Cancer Society and the Dutch Heart Foundation, filed a complaint in 2023 against the McLaren F1 Team for displaying the nicotine pouch brand on its cars during the Zandvoort Grand Prix. They denounced what they considered to be disguised advertising.[3].

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[1] Philip Morris International Expands its Partnership with Scuderia Ferrari HP, Launching a Bold New Chapter in Their Long-Standing Relationship, Business Wire, published December 3, 2025, accessed the same day

[2] Tobacco-free generation, Philip Morris sentenced for illegal sponsorship operation during the French Motorcycle Grand Prix, Published on May 1, 2024, accessed on December 3, 2025

[3] Tobacco-free generation, Netherlands: Complaint filed against McLaren for advertising VELO nicotine pouches during Formula 1 championship, Published on August 23, 2023, accessed on December 3, 2025