Harley-Davidson Pens 75-Year Deal with Sturgis RallyHarley-Davidson – 75 Years as Official Motorcycle of Sturgis Motorcycle Rally

There’s no doubting the presence of Harley-Davidson at the Sturgis Motorcycle Rally. From Main Street in downtown Sturgis to the backroads throughout the Black Hills, motorcycles from the Motor Company saturate the scene.

And as the Sturgis Motorcycle Rally readies for its 75th anniversary, city officials and Harley-Davidson are finalizing an agreement that looks well down the road. This is by no means a short-term deal; the agreement makes Harley the official motorcycle of Sturgis Motorcycle Rally for the next 75 years.

“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.”

Harley will be a year-round presence at Sturgis due to a permanent plaza that will be built on Main Street. The plaza – set to be constructed by this year’s 75th Anniversary Sturgis Motorcycle Rally – will be used for events, concerts and weddings.

“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.”

And the agreement took things one step further – the plaza will integreate bricks from Harley-Davidson’s Milwaukee headquarters. The bricks will arrive from a building that once housed the company’s factory dating back more than 100 years.

Harley says during a news conference at the company’s headquarters, it 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,” Harley says.

This year’s 75th Sturgis Motorcycle Rally begins Aug. 1, 2015. For more info, visit Harley-Davidson.