Mazda Motorsports

Why Mazda chose Alex to tell this story

Mazda has always done motorsport a little differently. Where many manufacturers focus on the top of the ladder, Mazda has spent decades investing in the bottom of it: Spec Miata, club racing, racing schools, and arrive-and-drive programs.

When Mazda Motorsports expanded its grassroots storytelling for the 2026 season, they did not want a traditional influencer campaign. They chose a small group of people who already live inside that world.

The goal was not simply to post about Mazda. The goal was to document what grassroots motorsport actually looks like from the inside.

Already inside the community

Mazda Motorsports has always believed racing should feel accessible. The community around Spec Miata and amateur endurance racing is one of the most passionate ecosystems in the sport.

To tell that story, they wanted creators already embedded in enthusiast culture, not personalities who show up for a single campaign. Alex is not documenting racing from the outside. He is working toward a competition license inside Mazda's grassroots ecosystem and building the content around that journey.

"Our new partnership with Alex Martini reinforces our belief that the future of motorsports starts at the grassroots level. His influence and authenticity make him a powerful voice for the community we're proud to serve."

Josh Smith, Manager of Motorsports Business Development, Mazda Motorsports

A season, not a campaign

The partnership is built as a year-long narrative rather than isolated posts. Audiences get a real look at how someone moves from enthusiast to racer inside the Mazda ecosystem.

Four pillars carry the season:

• Racing license series: earning competition credentials and running arrive-and-drive programs on camera.
• Event activations: Mazda Motorsports events through the season, including how grassroots racing works behind the scenes.
• Vehicle integration: Mazda in real enthusiast life, from towing a race car to traveling to the event.
• Ongoing collaboration: storytelling that stays accurate, educational, and aligned with the racing community.

What the season produces

The content lives on Alex's channels, where the audience is already performance enthusiasts, track drivers, and modified-car owners.

Over the year, the partnership is planned to produce 51 to 78 pieces of content: long-form video, plus short-form across YouTube, Instagram, TikTok, and Facebook.

Long-form focuses on:

• The process of earning a racing license.
• Participation in Mazda grassroots racing programs.
• How Mazda supports amateur motorsport.

Short-form turns those stories into moments that introduce new enthusiasts to grassroots racing. The objective is simple: make motorsport feel attainable.

Why this partnership matters

Many brands talk about grassroots motorsport. Mazda invests in it.

The content shows the real entry points, not racing as something distant or exclusive. You do not have to be a factory driver to go racing. You just have to start somewhere.

The future of motorsports does not start at the podium. It starts in the paddock.