MotoAmerica has hired entertainment and media marketing executive Alec Marshall, formerly of Apple (AAPL), Roku (ROKU), and Avid (AVID), to help the series execute a vision of motorsports for new audiences and a new millennium as the California-based motorcycle racing organization’s Chief Marketing Officer.

“We’ve created one of the most exciting racing series in motorsports history, and we’re thrilled to bring Alec Marshall in to help shape it for new audiences and a whole new sports landscape,” said three-time 500cc World Champion and MotoAmerica President Wayne Rainey. “Alec has a history of bringing new media stories to market, and MotoAmerica is poised to be right at the front of this shift in sports.”

Marshall was one of the first marketers at Apple to identify opportunities in marketing from marketplace changes like social media, new media tools like podcasting, and shifts in behavioral patterns like the ones currently being seen within millennial audiences. He was on the teams that launched some of the first OTT sports broadcasts, the first mobile version of Photoshop for social media and the first consumer versions of Avid software for millennial creatives.

“We’re seeing some interesting trends in sports,” Marshall said. “Millennials and younger audiences are watching and attending sports differently,” said Alec Marshall. “It’s our thought that the excitement, individuality and speed of MotoAmerica racing is perfect for younger, gaming-oriented audiences. This is a brand-new opportunity, not just for MotoAmerica, but for racing and sports in general. To this audience, this is a brand-new sport.”

MotoAmerica will be updating its media distribution packages and events, some of which will now include live music and festival-like activations, in the 2018 season.

MotoAmerica has announced its 2018 schedule that begins with the Dunlop Preseason Test, March 26-27, at the Barber Motorsports Park in Birmingham, Alabama. The first of MotoAmerica’s 10 rounds will be held at the Suzuki Championship at Road Atlanta in Braselton, Georgia, April 13-15.