Mazda North American Operations has launched “Coaches Who Move Us,” a nationwide initiative designed to celebrate community coaches and highlight their role in creating positive experiences for young athletes.
Created in partnership with youth sports management platform TeamSnap, the program will recognize coaches who go beyond the responsibilities of the role to help children build confidence, develop character and continue enjoying sports.
Supporting the People Behind Youth Sports
Mazda said the initiative is focused on the coaches who dedicate significant time and energy to their teams and communities. The program emphasizes the broader influence coaches can have on young athletes beyond competition and game results.
“Many of us remember that one coach who changed our lives,” said Tom Donnelly, CEO of Mazda North America. He added that the initiative is intended to recognize coaches whose impact comes through their care for athletes and their ability to make youth sports positive and transformative.
The initiative comes as youth sports participation remains significant across the United States. According to Project Play, more than 27.3 million young people ages 6 to 18 participate in organized sports.
The release also cited a 2026 Aspen Institute survey reporting that the average child leaves organized sports by age 13, with increasing pressure around youth sports identified as a factor affecting the experience.
TeamSnap Partnership Expands the Program
Through its partnership with TeamSnap, Mazda is extending the initiative beyond recognition of individual coaches to provide broader support for youth sports communities.
Peter Frintzilas, CEO of TeamSnap, said coaches play an important role in keeping children engaged in sports and that the platform is focused on helping sports families and organizers manage the demands associated with youth athletics.
The partnership will provide opportunities for families to recognize coaches who have made a meaningful difference in their communities.
Five Coaches to Receive New Mazda CX-90 Vehicles
As part of the initial community-engagement program, Mazda will recognize five youth coaches from across the United States through a partnership with Good Morning America.
Each selected coach will receive a new Mazda CX-90 in recognition of their contribution to their local youth sports community.
The initiative also provides opportunities for families to nominate additional coaches.
From September 16 through October 18, 2026, youth sports families can nominate a coach who they believe consistently goes above and beyond the responsibilities of coaching for consideration to receive a new Mazda CX-90.
Additional Incentives for Youth Coaches
Mazda is also introducing a vehicle incentive and donation program for youth sports coaches.
Eligible coaches who purchase a new Mazda vehicle through a local dealership can receive a $250 vehicle incentive. Mazda will provide an additional $250 matching donation intended to support essential team needs and everyday coaching expenses.
The program gives the initiative a broader community-support component, extending beyond the five initial vehicle recipients to coaches and teams participating across the country.
Celebrating the Community Impact of Coaches
“Coaches Who Move Us” reflects Mazda’s effort to connect its brand with community experiences that extend beyond its vehicles.
By partnering with TeamSnap and recognizing coaches across the country, the initiative places attention on the individuals who contribute to young athletes’ experiences through mentorship, encouragement and participation.
The program combines coach recognition, vehicle incentives and financial support for team needs as Mazda seeks to celebrate the people helping keep youth sports active and engaging across American communities.
For Mazda, the initiative provides a national platform to recognize the coaches whose contributions often extend beyond the playing field and into the development of confidence, character and lasting connections among young athletes.
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