Milwaukee-based Harley-Davidson Motor Co. has been named the official motorcycle of the Sturgis Motorcycle Rally, a bike enthusiast gathering held each year in Sturgis, S.D.
Harley and the City of Sturgis formed the 75-year agreement in commemoration of the rally’s 75th anniversary. As part of the deal, a permanent plaza will be built on Sturgis’ Main Street to host events, concerts and weddings year-round. The plaza will include bricks from Harley’s headquarters.
“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.”
“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.”