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.
When speaking of the agreement, Sturgis Mayor Mark Carstensen said, “For decades, Harley-Davidson has been 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.”
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.