PM
New lap, same expensive hobby
Philip Morris International is taking its Ducati Corse partnership out for another spin, announcing an expanded deal for the 2026 season and beyond. The headline twist? ZYN, PMI’s fast-growing nicotine pouch brand, will show up on Ducati Corse MotoGP liveries at select races.
Why this matters
On the surface, this is a branding move. Under the hood, it’s another reminder that PMI is trying to build a future that looks a lot less like old-school cigarettes and a lot more like a portfolio of nicotine products with global reach.
For investors, the key question is whether PMI can keep turning these “lifestyle” partnerships into real momentum for ZYN and the broader smoke-free strategy. Marketing doesn’t move earnings by itself, but it does help keep the brand in the conversation — and in a category where shelf space, awareness, and repeat use matter, that’s not nothing.
The big picture
Ducati gets a sponsor with deep pockets. PMI gets a premium racing platform and another way to dress up its next-gen nicotine push in speed, swagger, and carbon-fiber chic. It’s corporate storytelling with louder engines.
Big picture: this won’t make or break the stock on its own, but it fits PMI’s broader playbook — keep the legacy cash machine humming while selling Wall Street on the idea that the future of nicotine looks a little more modern, and a lot less smoky.