Formula 1 has always been shaped as much by its sponsors as its drivers.
For decades, two of the most recognisable names in that space were Philip Morris and British American Tobacco. Their branding defined entire eras of the sport, from the red and white dominance of Marlboro on Ferrari to the distinct identity of BAT-backed teams on the grid.
That chapter appeared to close when tobacco sponsorship disappeared from Formula 1. What’s happening now suggests it never really ended. It just changed form.
The Return of a Familiar Rivalry
The rivalry between Philip Morris and BAT has quietly re-emerged, this time through nicotine pouches rather than traditional tobacco products.
Philip Morris is behind ZYN, one of the fastest-growing nicotine pouch brands globally. BAT, meanwhile, has pushed forward with VELO, positioning it as a central part of its reduced-risk product strategy.
The battleground looks different, but the underlying dynamic is recognisable. Two legacy competitors, both adapting to a changing regulatory and consumer landscape, meeting again in one of the most visible arenas in global sport.
Ferrari and McLaren: Familiar Names, New Partnerships
If the brands feel familiar, so do the teams.
Philip Morris has long been associated with Ferrari through Marlboro, one of the most iconic sponsorship pairings in Formula 1 history. That relationship never fully disappeared, even as visible branding changed.
Now, with ZYN, that connection has evolved rather than ended. Ferrari once again finds itself aligned with Philip Morris, this time through a product that fits within modern regulatory frameworks.
On the other side, McLaren has become a key platform for BAT’s VELO brand.
BAT’s presence in Formula 1 has its own history. The company previously operated its own team, which moved through several iterations before eventually becoming what is now Mercedes. With that direct involvement long gone, the strategy has shifted towards partnership rather than ownership.
McLaren provides that platform, giving VELO a highly visible presence without the need to run a team outright.
From Cigarettes to Nicotine Pouches
What has changed is not the competitive instinct, but the product category.
Traditional tobacco advertising is no longer viable in Formula 1. Regulatory pressure has removed that route entirely. Nicotine pouches, as tobacco-free products, offer a way back into the space without crossing those same boundaries.
For both companies, this isn’t just about visibility. It reflects a broader shift in their business models.
● Philip Morris has invested heavily in alternatives to cigarettes, with ZYN becoming a central part of that strategy
● BAT has followed a similar path, building out a portfolio of reduced-risk products led by VELO
Formula 1 provides a global platform that aligns with how both companies now position themselves: modern, performance-driven, and focused on a different category of nicotine products.
A Strategic Use of Legacy Relationships
One of the more interesting aspects of this renewed rivalry is how it builds on existing relationships rather than starting from scratch.
Philip Morris returning to Ferrari through ZYN is not a coincidence. It’s an extension of a partnership that has existed in various forms for decades.
BAT’s alignment with McLaren serves a similar purpose. While not tied to the same historical pairing, it places the brand alongside one of the most recognisable teams on the grid, one with a strong identity and global reach.
Neither company can sponsor multiple manufacturers at once, so the choice of team becomes part of the strategy. Ferrari and McLaren are not just high-profile options, they represent distinct identities within the sport, which helps reinforce the positioning of the brands attached to them.
Branding Without Saying Too Much
Modern Formula 1 sponsorship operates under tighter scrutiny than ever.
That has led to a more subtle form of branding. Rather than overt product promotion, the emphasis is on association. Colour schemes, logos, and partnerships do the work that advertising once did more directly.
ZYN and VELO fit into this environment in a way traditional tobacco brands no longer can. They allow both Philip Morris and BAT to maintain a presence in the sport without replicating the approach of previous decades.
It’s less about dominating the visual space and more about being part of it.
A New Phase of an Old Competition
What makes this situation notable is not just that both companies are back in Formula 1, but that they’ve arrived there through the same category.
Nicotine pouches have effectively become the new ground on which an old rivalry is being played out.
The context is different. The regulations are stricter. The messaging is more controlled. But the underlying objective remains familiar: visibility, association with performance, and alignment with one of the most globally recognised sports.
The Grid Has Changed, The Competition Hasn’t
Formula 1 today looks very different from the era of cigarette branding.
The cars are different. The technology is different. The commercial landscape is more complex.
But some things remain consistent.
Philip Morris and BAT are still competing. They’re still using Formula 1 as a platform. And they’re still aligning themselves with teams that reflect their brand identity.
The logos may have changed, but the rivalry hasn’t gone anywhere.