Irvine, Calif. – September 19, 2026 -- Mazda has launched a national program to reward youth sports coaches, giving families a chance to nominate a coach for a free Mazda CX-90 through October 18.
The automaker partnered with youth sports platform TeamSnap on the initiative, which aims to support coaches who go beyond their basic duties to help kids stay engaged in organized sports. Five coaches selected through a partnership with Good Morning America will each receive a new CX-90 in recognition of their local impact.
Families can nominate a coach starting today
Starting today through October 18, parents and youth athletes can submit nominations for a coach via Mazda's nomination page, highlighting one who has made an extraordinary difference for their team.
Coaches buying a Mazda get a $250 incentive plus a matching donation
Separately, any youth sports coach who purchases a new Mazda vehicle at a local dealership can receive a $250 vehicle incentive. Mazda will match that with an additional $250 donation to help cover team needs and everyday coaching costs.
The program responds to data on kids quitting sports by age 13
More than 27.3 million youth athletes ages 6 to 18 participate in organized sports in the U.S., according to a ProjectPlay report cited by Mazda. A 2026 Aspen Institute survey found that the average child quits organized sports by age 13 -- not due to losing interest in the game, but because increased pressure removes the fun from it.
Tom Donnelly, CEO of Mazda North America, said coaches make their biggest impact not through winning records but through genuine care that builds lasting confidence and character in young athletes.
Peter Frintzilas, CEO of TeamSnap, said coaches play a major role in determining whether kids remain engaged in sports, and that TeamSnap is focused on supporting those who devote significant time to their teams.
Additional details on the nomination process and dealership incentive are available through Mazda's program registration page.