Agreement Names Harley-Davidson Official Motorcycle of Sturgis Motorcycle Rally

A Harley-Davidson rider removes a brick from the historic front entrance of the company's Milwaukee headquarters using a 2015 Harley-Davidson Street 750 motorcycle.
A Harley-Davidson rider removes a brick from the historic front entrance of the company’s Milwaukee headquarters using a 2015 Harley-Davidson Street 750 motorcycle.

In the spirit of this year’s 75th Sturgis Motorcycle Rally, Harley-Davidson and city officials from Sturgis, South Dakota, are finalizing an agreement covering the next 75 years, making Harley-Davidson 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.”

As part of the agreement, a permanent plaza will be built on Main Street in Sturgis that will include a stage for events, concerts and even weddings. The year-round location, which will be completed in time for this year’s 75th rally, will be the official Harley-Davidson destination for riders and fans alike.

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Participants celebrate after removing bricks from the front entrance of the Harley-Davidson headquarters in Milwaukee, Wisconsin.
Participants celebrate after removing bricks from the front entrance of the Harley-Davidson headquarters in Milwaukee, Wisconsin.

To ensure the new multi-purpose space builds on the legacy of the Harley-Davidson brand, the plaza will integrate bricks from the company’s Milwaukee headquarters, a building that once housed the company’s factory dating back more than 100 years.

During a news conference at the company’s headquarters, Harley-Davidson announced the planned agreement, which has an initial term and renewals running through 2090. To unveil the deal, Harley-Davidson removed a brick from the historic front entrance using a 2015 Harley-Davidson Street 750 motorcycle. That brick, alongside one from the Harley-Davidson Museum and 73 bricks from the headquarters’ famous motorcycle-only parking area will be delivered to Sturgis on Harley-Davidson motorcycles.

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

The 75th Sturgis Motorcycle Rally will begin August 1, 2015. For inspiration and pictures from the 2014 rally, visit h-d.com/sturgis.

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6 COMMENTS

  1. Well this certainly sends the message if you’re not on a Harley you’re not welcome in Sturgis. I for one will have to change my plans and go around South Dakota When Indian becomes a big player Sturgis may regret this insult.

    • Not to mention, the Rally was STARTED by a club based around an Indian Motorcycle Dealership that the club founder owned. I wonder if

  2. Well, if I had any plans on going, they have now evaporated. I have no desire to go to a rally that is all about Harley-Davidson. It used to be something special, but it has now officially become a commercial event, branded Harley-Davidson. So now they can cater to all the mid-life crisis people with too much money who trailer their bike to Sturgis to have a giant party.

    As if other riders didn’t have enough trouble dealing with the egos of Harley-Davidson and their pay-to-play owners.

    I guess this also means all of the custom bikes and “choppers” built using S&S engines won’t be welcome either? Gotta face it people, I am tired of hearing all these “bikers” talking about how they don’t give into “the man”. Harley-Davidson has become THE MAN.

  3. Well let’s see which bike should I take to Sturgis? My Star, Triumph or Honda? None because I’m not getting bashed by Harley owners. I got enough trouble from them my last time there, now they will think the own the whole world. Daytona here I come to spend my money!

  4. I have already waved at Sturgis once on my way to Spearfish for a sports tourer rally in 2014 on my FJR. I can do it again this year.

    Jay

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