Mazda Motorsports
Mazda Motorsports Partners with AlexMartini To Reach The Next Generation of Racers
Why Mazda Chose AlexMartini to Tell the Grassroots Racing Story
Mazda has always done motorsport a little differently.
Where many manufacturers focus their messaging on the top of the ladder, Mazda has spent decades investing in the bottom of it. Spec Miata, club racing, racing schools, arrive-and-drive programs: the brand has built its reputation by helping enthusiasts become racers.
So when Mazda Motorsports began expanding its storytelling around grassroots racing in 2025, they didn't approach it like a traditional influencer campaign.
Instead, they chose a small group of personalities who already live inside that world.
Through MetaMartini, AlexMartini became one of those partners.
The goal wasn't simply to post about Mazda.
The goal was to document what grassroots motorsport actually looks like from the inside.
Why Mazda Motorsports Selected AlexMartini
Mazda Motorsports has always believed that 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 authentically, Mazda wanted creators who were already embedded in enthusiast culture rather than personalities who would parachute in for a single campaign.
AlexMartini had already demonstrated that credibility through partnerships with Genesis Magma Racing, generating 7.4 million views across phased creator content, and Cavallino Classic, where creator-led coverage reached over 400,000 enthusiasts without diluting the event's heritage identity.
That authenticity is the foundation of the collaboration.
AlexMartini is not documenting racing from the outside. He is working toward becoming a licensed competitor within Mazda's grassroots racing ecosystem while building content around the 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
How the Partnership Is Structured
MetaMartini designed the partnership as a year-long narrative rather than isolated posts.
The goal is to give audiences a real look at how someone moves from enthusiast to racer within the Mazda ecosystem.
The program includes several core pillars:
Documenting the process of obtaining competition credentials and participating in arrive-and-drive programs
Covering Mazda Motorsports events throughout the season, showing how grassroots racing operates behind the scenes
Mazda vehicles in real enthusiast life: towing race cars, traveling to events, and supporting the lifestyle that surrounds amateur motorsport
Working with the Mazda Motorsports team to ensure storytelling remains accurate, educational, and aligned with the broader racing community
This approach allows the audience to follow the journey over time rather than consuming disconnected content drops.
Content Strategy
The content created under this partnership lives primarily across AlexMartini's digital platforms, including the MartiniWorks YouTube channel, where the audience already consists of performance enthusiasts, track drivers, and modified car owners.
Over the course of the year the partnership is expected to produce between 51 and 78 pieces of content, including long-form videos, short-form storytelling, and social distribution across YouTube, Instagram, TikTok, and Facebook.
Long-form videos will focus on deeper storytelling, including:
- The process of earning a racing license
- Participation in Mazda grassroots racing programs
- Educational breakdowns of how Mazda supports amateur motorsport
Short-form content expands those stories into accessible moments that reach a wider audience and 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 partnership with AlexMartini reflects that philosophy. Rather than presenting racing as something distant or exclusive, the content shows the real entry points for enthusiasts who want to get involved.
For audiences watching the series unfold, the message becomes clear:
You don't have to be a factory driver to go racing.
You just have to start somewhere.
Mazda Motorsports has spent decades building those entry points, and this partnership allows that story to reach a new generation of enthusiasts.
The Role of MetaMartini
MetaMartini structured the partnership to ensure the story develops over time.
Instead of one large announcement, the narrative unfolds across an entire season of racing experiences. AlexMartini participates in the ecosystem directly while documenting the journey for an audience that already trusts his perspective on car culture.
That combination, structured narrative planning with authentic participation, is what makes the partnership meaningful.
It doesn't feel like a campaign.
It feels like an experience.
For Brands Looking to Reach Enthusiast Communities
Communities like grassroots motorsport are built on authenticity. They respond to people who participate, not just people who promote.
Through MetaMartini, we build partnerships that allow brands to enter enthusiast culture in a way that feels natural. AlexMartini becomes the storyteller on the ground while the agency structures the narrative and long-term strategy behind the scenes.
If your brand is looking to connect with the next generation of drivers, racers, or enthusiasts, we'd love to explore how a partnership like this could work for you.
The future of motorsports doesn't start at the podium.
It starts in the paddock.
Get In Touch
Let's share your story.
Marketing agency based in Appleton, Wisconsin. Ready to transform your brand.
Contact Us