More than 160 anti-tobacco and health organisations are urging Formula One to prohibit sponsorship deals with tobacco companies promoting addictive nicotine pouches, arguing that such partnerships target the sport's growing youth audience.
Philip Morris International (PMI) and British American Tobacco (BAT) currently sponsor the Scuderia Ferrari and McLaren F1 teams respectively, featuring their Zyn and Velo nicotine pouch brands. The partnership between Zyn and Ferrari was extended in December to encompass additional races, while BAT’s Velo branding is prominently displayed across F1 events, including on drivers’ suits and cars, with special livery planned for the 2025 Abu Dhabi Grand Prix.
In letters seen by Reuters, organisations including the Campaign for Tobacco-Free Kids and the American Lung Association stated: "By sponsoring F1 teams, tobacco companies are seeking to reach the same young people Formula One has worked hard to attract." The letter, addressed to the commercial rights holder, the Formula One Group, added: "Formula One must not be complicit in these efforts." Campaigners also dispatched letters to F1 partners with significant youth followings, such as Disney and Lego, advocating for a ban on nicotine pouch sponsorships.
Formula One has witnessed a significant increase in young followers, with a 2025 press release indicating nearly four million children aged 8-12 actively watch the sport across the US and European Union. The sport has actively cultivated this younger demographic through collaborations with youth-oriented brands like Disney, Lego, and Hot Wheels, alongside social media engagement and streaming series such as Netflix’s Drive to Survive.
Responding to concerns, the Formula One Group asserted its compliance with all applicable laws. PMI and BAT maintained that their marketing efforts are aimed at adults. McLaren noted that BAT’s digital activities are age-restricted, while Scuderia Ferrari offered no immediate comment. Yolanda Richardson, President and CEO of the Campaign for Tobacco-Free Kids, called for F1 and its partners to reconsider their ties to the tobacco industry, stating: "It has the same goal, which is to addict young people, addict them early, and make them lifelong addicts."
