Executive summary
As Formula 1 prepares for the Madrid Grand Prix, a coalition of 67 public health and medical organizations has issued a formal appeal to F1 leadership, demanding an end to sponsorships involving nicotine products. The focus is on Philip Morris International’s ZYN partnership with Ferrari and British American Tobacco’s VELO sponsorship of McLaren. This follows a prior global appeal in March involving over 160 groups. The renewed campaign reflects mounting regulatory and reputational scrutiny over the visibility of nicotine brands in elite sports, particularly among youth audiences.
Regulatory signal: High-profile sports sponsorships of nicotine products now face coordinated international pressure, signaling a shift toward stricter scrutiny of brand exposure in youth-accessible media.
What happened
On September 10, 2026, 67 organizations—spanning public health, medical, and consumer advocacy groups from Spain and abroad—sent an open letter to Formula 1 President Stefano Domenicali. The letter calls for an immediate end to all commercial partnerships with tobacco and nicotine product manufacturers, specifically highlighting ZYN (a nicotine pouch brand by Philip Morris International) and VELO (a nicotine pouch by British American Tobacco). Both brands are currently associated with F1 teams: ZYN with Ferrari and VELO with McLaren.
The campaign coincides with the upcoming Formula 1 Spanish Grand Prix in Madrid, a race with significant global viewership and youth engagement. The letter argues that such sponsorships normalize nicotine use among young audiences, contradicting public health goals and undermining existing tobacco control frameworks.
Why it matters
This coordinated action marks a strategic escalation in the global effort to restrict nicotine brand visibility in youth-oriented entertainment and sports. Unlike traditional tobacco advertising, which is largely banned in most regulated markets, nicotine pouches and vaping products often operate in regulatory gray zones. Their sponsorship of high-profile events like Formula 1 exploits this ambiguity, enabling brand exposure without direct advertising.
Formula 1’s unique global reach—especially among under-30 demographics—amplifies the public health concern. The visibility of ZYN and VELO logos on race cars, team uniforms, and broadcast graphics creates a perception of endorsement, particularly in markets where nicotine pouches are marketed as “safer” alternatives.
Market impact: Sports sponsorships of nicotine products may now trigger reputational risk for both brands and event organizers, potentially affecting long-term partnerships and audience trust.
Market impact
The pressure on F1 could have ripple effects across the broader vaping and nicotine product market. As regulatory scrutiny intensifies, brands may face increased difficulty securing high-visibility partnerships in sports, entertainment, and lifestyle sectors—channels traditionally used to build brand equity and appeal to younger demographics.
For companies like Philip Morris International and British American Tobacco, which are investing heavily in nicotine pouches as part of their post-combustible transition strategies, this campaign threatens to undermine brand positioning. A shift in public perception from “reduced-risk” to “youth-normalizing” could slow market adoption, particularly in regulated jurisdictions with strict advertising and sponsorship rules.
Regulatory impact
This campaign reflects a broader trend: regulators and public health advocates are increasingly targeting indirect brand exposure mechanisms. While direct advertising of nicotine products is restricted in many countries, sponsorship of events and teams often remains unregulated or poorly enforced.
Spain, where the Madrid Grand Prix is held, has recently strengthened its tobacco control laws, including restrictions on brand visibility in sports. The current campaign may prompt further legislative action or enforcement initiatives targeting sponsorships of nicotine products in public events. Similar regulatory movements could emerge in other EU member states, especially if F1 fails to respond.
Who is affected
- Formula 1: Faces reputational risk and potential regulatory pressure to revise sponsorship policies.
- Philip Morris International (ZYN): Its high-profile F1 partnership could be jeopardized if public health groups succeed in pressuring F1 to sever ties.
- British American Tobacco (VELO): Exposed through its long-standing McLaren sponsorship, which may now be scrutinized under new public health standards.
- Nicotine pouch brands: May see reduced access to premium media platforms, affecting brand visibility and market growth.
- Regulated markets: Countries with existing tobacco control frameworks may now consider extending bans to include sponsorship of nicotine products.
Dawsen Take
This campaign is not merely symbolic—it signals a strategic pivot in public health advocacy. By targeting high-visibility sports sponsorships, organizations are exploiting the gap between formal advertising bans and indirect brand exposure. Formula 1, as a global platform with significant youth reach, has become a focal point for this regulatory and social pressure. The fact that the same companies are being challenged again—just months after a prior global appeal—indicates that momentum is building. F1’s response will likely influence future sponsorship policies across other sports and entertainment sectors.
What to watch
Monitor F1’s official response to the letter. A public commitment to review or end nicotine sponsorships would be a major regulatory signal. Also watch for similar campaigns targeting other motorsports, esports, or music festivals where nicotine brands are active. Regulatory developments in Spain and other EU countries regarding sponsorship exposure may follow. Finally, assess whether brands like ZYN and VELO shift their sponsorship strategies to less visible or non-youth-accessible platforms.
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Original source: 2FIRSTS | F1 Faces Renewed Pressure Over Tobacco and Nicotine Sponsorships as 67 Groups Target ZYN and VELO Ahead of Madrid Race
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