Your Kid's Coach Could Win a Free Mazda CX-90 — Here's How
Families can nominate a coach through October 18, and registered coaches get a $250 purchase incentive matched by a $250 donation to their team.
Mazda is giving new CX-90s to youth sports coaches across the US — and parents get a say in who wins one. The Coaches Who Move Us program, launched September 16 with sports-management platform TeamSnap, opens with five coaches selected in partnership with Good Morning America, each awarded a three-row CX-90 for their local impact.
Nominations are now open for the next round. Through October 18, families can put forward a coach who "goes above and beyond" for a chance at another CX-90. Mazda hasn't said how many vehicles it will award through public nominations.
There's a dealership angle, too. Youth sports coaches who register with the program get a $250 incentive on any new Mazda purchase, and the company matches it with a $250 donation toward their team's expenses — equipment, field fees, and the everyday costs that usually come out of a coach's own pocket.
Chasing the sideline crowd
Mazda frames the program around a retention problem in youth sports. The company points to Project Play data showing more than 27.3 million American kids ages 6 to 18 play organized sports, while a 2026 Aspen Institute survey found the average child quits by age 13 — not from losing interest in the game, but because the pressure around it strips out the fun. Coaches, Mazda argues, are often the difference between kids staying in and walking away.
The business logic is just as clear. The CX-90 is Mazda's family flagship, seating up to eight and starting at just over $40,000 with destination, which puts the five-vehicle giveaway north of $200,000 even at base trim. TeamSnap, meanwhile, claims more than 30 million parents, players, and coaches on its platform — almost exactly the demographic that shops for three-row SUVs.
Automakers courting youth sports isn't new. Chevrolet has run its Chevy Youth Sports program for years, funding equipment, clinics, and league grants through local dealers. Mazda's approach trades that dealer-by-dealer model for a national sweepstakes and a morning-TV spotlight — a louder, more centralized play for the same audience.
Mazda hasn't detailed when nomination winners will be announced; program information is available through Mazda's newsroom and MazdaUSA.com.
