Life Time, owner and producer of 30 athletic events across the U.S. and Mazda North American Operations announced a deal where Mazda is the presenting sponsor and the first automotive brand to sponsor its inaugural Life Time Grand Prix off-road cycling series.
The agreement coincides with the launch of Mazda’s CX-50, a crossover model, to debut at the Life Time Sea Otter Classic presented by Continental on April 7-10, where the first race of the Life Time Grand Prix presented by Mazda series takes place.
“We are excited to introduce Mazda to our off-road cycling community as their efforts to open doors for consumers to experience the outdoors is an ethos we share,” said Kimo Seymour, president, media and events, Life Time. “The Life Time Grand Prix appeals to athletes because it comprises a mix of terrain, from the gnarly gravel of the Flint Hills of Kansas to the peaks of the Colorado Rockies, making it the perfect outlet for Mazda to demonstrate its on and off-road driving performance capabilities. As two companies that provide outlets for people to live these passions, our brand purposes are well aligned.”
“We believe that time spent outdoors fuels our curiosities and inspires our lifeblood, allowing us all to be ‘More Human in Nature,’ and Life Time’s off-road cycle events are an outlet for that passion,” said Brad Audet, CMO, Mazda North American Operations. “As more consumers engage in outdoor activities such as mountain and gravel biking, we want to be there with them, sharing the benefits of time spent immersed in nature without compromising the premium design and outstanding driving performance Mazda is known for.”
All Mazda CX-50 models feature Intelligent Drive Select (Mi-Drive) technology, include sport, off-road and available towing modes. The vehicle also has a long silhouette and wide stance, low roofline and cabin.
Photo courtesy Life Time
