Today (March 28), the Campaign for Tobacco-Free Kids launched a new advertising initiative, “End the Formula,” ahead of the May 3 Miami Grand Prix, calling on Formula 1 to eliminate all tobacco-related sponsorships. The campaign targets partnerships between major F1 teams and companies, including Philip Morris International and British American Tobacco, which promote nicotine pouch and e-cigarette brands such as Zyn, Velo, and Vuse through branding on cars, driver apparel, and digital media. The campaign ties into similar efforts that began in March, which included ads, coordinated outreach with 162 organizations across 57 countries, and more than 25,000 petition messages urging F1 and affiliated partners to end these sponsorship arrangements.
Tag: Formula 1
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Anti-Tobacco Group Alarmed that PMI, BAT Spending $40M on F1 Sponsorships
Anti-tobacco advocacy group STOP (Stopping Tobacco Organizations and Products) is increasing scrutiny of nicotine brand marketing in Formula 1, arguing that partnerships between teams and companies linked to tobacco firms risk exposing younger audiences to nicotine products. The watchdog group claims the growing presence of products such as nicotine pouches and other smoke-free alternatives in motorsport sponsorship represents a regulatory gap that allows continued brand visibility despite historic restrictions on tobacco advertising.
STOP highlighted recent sponsorship activity believed to be a combined $40 million by Philip Morris’ Zyn nicotine pouch products on Ferrari race teams and BAT’s Velo brand appearing in F1 team partnerships. Jorge Alday, director of STOP at Vital Strategies, said the organization is concerned given Formula 1’s expanding and increasingly youthful global fanbase. The group is urging regulators and sports governing bodies to consider tighter oversight of nicotine product marketing in international sporting events, while industry stakeholders maintain that such products fall within existing legal frameworks governing reduced-risk or non-combustible nicotine alternatives.
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CTFK Accuses PMI of Targeting Youth with F1 Sponsorship
The Campaign for Tobacco-Free Kids criticized Philip Morris International (PMI) for its partnership with Ferrari to market Zyn nicotine pouches on Formula 1 race cars, calling it a tactic that exposes youth to tobacco marketing. Yolonda C. Richardson, president and CEO, said PMI’s claim that the sponsorship targets adults is “laughable.” Formula 1 previously said that Gen Z (those born between 1997 and 2012) “is helping shape the rhythm of modern fandom,” but Richardson argued that F1’s audience now includes more than 4 million children aged 8 to 12, evidenced by collaborations with youth-oriented brands like Disney, Lego, and Hot Wheels.
Richardson said that plastering Zyn logos on F1 cars associates the product with excitement and glamour, has the potential to attract millions of young people, and urged Formula 1 and its partners to end the sponsorship, calling on policymakers to prevent tobacco companies from targeting a new generation of consumers.
When asked for comment, a spokesperson for PMI U.S. clearly disagreed.
“Adult consumers of nicotine products do not live in a vacuum,” the spokesperson said. “They have hobbies, interests, and attend social gatherings and events—it’s vital to reach them where they are. Scuderia Ferrari HP at Formula 1 is a global platform where we can engage adult consumers worldwide with a message of choice and innovative alternatives to smoking.
“CTFK’s allegation is nothing more than a tired, lazy, and erroneous characterization—absent of any facts. Formula 1’s and Scuderi Ferrari HP’s audience is overwhelmingly adult, and our brand presence is carefully assessed to ensure responsible marketing practices.”
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VELO, McLaren Unveil Fan-Created Livery for Abu Dhabi GP
VELO and the McLaren Formula 1 Team have unveiled a special, fan-created livery for the 2025 Abu Dhabi Grand Prix. Designed by nine McLaren superfans from around the world, the livery features bespoke icons inspired by personal memories, team milestones, and McLaren’s broader community spirit.
VELO, McLaren Unveil Fan-Created Livery for Abu Dhabi GP
VELO and the McLaren Formula 1 Team have unveiled a special, fan-created livery for the 2025 Abu Dhabi Grand Prix. Designed by nine McLaren superfans from around the world, the livery features bespoke icons inspired by personal memories, team milestones, and McLaren’s broader community spirit.
The project is part of the “Live Your Fandom” campaign, which has delivered unique fan experiences throughout the season. In August, the selected superfans visited the McLaren Technology Centre for a behind-the-scenes tour, a design workshop, and sessions with McLaren Racing CEO Zak Brown and driver Lando Norris—where they unknowingly helped shape the final livery.
“VELO is proud to celebrate these experiences that allow fans to embrace their own unique fandom as part of a community,” said Luca Angiolillo, Global Head of Partnerships at BAT, “and we can’t wait to see this special fan-driven takeover take center stage at the season finale.” In August, the selected superfans visited the McLaren Technology Centre for a behind-the-scenes tour, a design workshop, and sessions with McLaren Racing CEO Zak Brown and driver Lando Norris—where they unknowingly helped shape the final livery.
“VELO is proud to celebrate these experiences that allow fans to embrace their own unique fandom as part of a community,” said Luca Angiolillo, Global Head of Partnerships at BAT, “and we can’t wait to see this special fan-driven takeover take center stage at the season finale.”
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VELO Teams with McLaren in Fan-Centric Marketing Campaign
VELO has teamed with the McLaren Formula 1 Team to launch “Live Your Fandom,” a campaign designed to deepen fan engagement by offering exclusive, behind-the-scenes access. Nine fans from around the world were selected through McLaren Plus app competitions to spend a day inside the McLaren Technology Centre in the UK. The immersive experience included a surprise meeting with McLaren Racing CEO Zak Brown, a design workshop, and a Q&A with driver Lando Norris.
“VELO, who champions those that embrace authenticity and self-expression, and the McLaren Formula 1 Team, are putting fandom front and center,” VELO said in a press release. “The two brands have come together to deliver unparalleled experiences and reward a community of global fans throughout the F1 season.”