Mazda NICA Partnership: A New Move Into Youth Cycling

Mazda has signed a multi-year partnership with NICA through 2029, becoming its official automotive and SUV partner and presenting sponsor of regional events.

Mazda expands its commitment to mountain biking

Mazda has announced a new NICA partnership that will run through 2029. The agreement makes Mazda the Official Automotive and SUV Partner of the National Interscholastic Cycling Association across the United States. It also names Mazda the Presenting Sponsor of NICA Regional Events.

The partnership connects two organisations focused on movement and personal development. NICA uses mountain biking to help young people build confidence, character and community.

Mazda has a similar philosophy through its “life-in-motion” approach. The automaker says movement should do more than take people from one place to another.

That common idea sits at the centre of the new agreement. Mazda will support NICA’s youth cycling programme while gaining a larger presence at events across the country.

The first visible part of the deal comes through Mazda’s presence at NICA Regional Events. The automaker will become the presenting sponsor of three major regional weekends during the 2026 season.

The events will bring together student-athletes, coaches, parents and volunteers. Mazda will also create an exhibition experience and a trailside feature at each location.

The first regional event will take place in Charlottesville, Virginia, on October 24-25. The Central Regional Event follows in Fayetteville, Arkansas, on November 7-8.

The final event will be held in St. George, Utah, on November 14-15. These weekends are designed around racing, riding, learning and community activities.

NICA gives Mazda a nationwide youth platform

NICA has grown into a large youth mountain biking network. The organisation says it now supports more than 26,000 young riders and 16,000 adult coaches annually.

Its programmes are built around more than competition. NICA also focuses on leadership, confidence and long-term participation in cycling.

That makes Mazda’s role broader than a traditional event sponsorship. The company will have a presence across a national network that connects athletes, families and local cycling programmes.

The scale of NICA’s regional events is also growing.

The most recent Eastern Regional Event alone brought together more than 2,500 riders, coaches, parents and volunteers. Mazda will now become part of that experience through its new presenting-sponsor role.

Mazda also recently announced another important cycling partnership.

In August, the company became an official automotive partner of Trek’s North American off-road teams and events. Trek is also a longtime supporter of NICA.

The two agreements therefore fit together naturally. Mazda is expanding its relationship with cycling through both the equipment and event sides of the sport.

The automaker says these investments reflect its confidence in cycling as a tool for personal development. It also sees value in the communities built around the sport.

That strategy gives Mazda a stronger connection with outdoor activities and family-focused experiences.

Mazda will bring its vehicles closer to the cycling community

The partnership also has a clear automotive component.

As NICA’s official automotive and SUV partner, Mazda will bring its vehicles into an environment built around outdoor activity. The company will showcase its products during major regional events.

That connection is particularly relevant for SUV models. Cycling families often need space for bikes, equipment and passengers, making vehicle use an important part of the event experience.

Mazda already offers accessories such as bike racks for its SUVs. That creates another practical connection between the automaker’s products and the cycling community.

The new agreement also strengthens Mazda’s broader community strategy in North America.

Mazda North American Operations is headquartered in Irvine, California, and oversees Mazda sales, marketing, parts and customer service operations in the United States, Canada, Mexico and Colombia.

For NICA, the partnership provides another long-term corporate supporter. The agreement runs through 2029, giving the organisation a multi-year commitment rather than a one-event sponsorship.

For Mazda, the deal places the brand directly inside a growing youth sports community.

The first major activation will arrive this autumn at NICA’s three Regional Events, where Mazda will combine its automotive presence with experiences designed around riders and families.

The partnership reflects a broader shift in how automakers connect their brands with outdoor activities. Mazda is now building links with cycling organisations while continuing to position its vehicles around the idea of movement.

Through 2029, Mazda will have a nationwide role in NICA’s youth mountain biking programme and its major regional events.