H-D, official Bike of Sturgis for another 75 years


The motorcycling public has long associated Harley-Davidson with the Sturgis Motorcycle Rally, but Sturgis and the Motor Company were in the process of making it official. And it’s finally done. The Milwaukee-based manufacturer and the City of Sturgis, South Dakota are ringing in the year of the 75th Sturgis Motorcycle Rally by looking forward to the next 75 years. Now it’s really official, Harley-Davidson is the official motorcycle of the Sturgis Motorcycle Rally until 2090.

As part of the agreement, Main Street in Sturgis will have a permanent plaza constructed and dedicated to Harley-Davidson. The plaza will feature a stage for events ranging from concerts to weddings. The Harley faithful can be expected to drop by throughout the year and not just during the annual rally. Bill Davidson, great-grandson of company co-founder William A. Davidson, Christian Walters, Managing Director, United States at Harley-Davidson Motor Company, and Matt Levatich, President and Chief Operating Officer of Harley-Davidson Motor Company celebrate after removing a brick from the historic Milwaukee headquarters.

When speaking of the agreement, Sturgis Mayor Mark Carstensen said, “For decades, Harley-Davidson has Celebratebeen the motorcycle of choice for Sturgis Motorcycle Rally fans and a great partner to the City of Sturgis. Today, it gives me great pleasure to solidify its importance by making it the official motorcycle of the Sturgis Motorcycle Rally.”

“Harley-Davidson riders have attended the Sturgis Motorcycle Rally for decades. This new agreement will help fuel many more years of freedom, independence and rebellion for this iconic gathering,” said Matt Levatich, president and chief operating officer at Harley-Davidson. “Riding is a passion passed down through generations, so it’s important we celebrate the legacy and history of Harley-Davidson in Sturgis, while helping creating new memories.”Hand-shake

This agreement, while possibly surprising on the surface, could be seen as a natural progression for the City of Sturgis, which in recent years has spent considerable effort in defending the Sturgis brand. Linking the city to the strongest name in motorcycling makes perfect sense from a branding perspective.


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