The Olympics have "it". Daytona and Laconia rallies have "it". The Boston Marathon has gone to court to protect "it". "It" is the "Official Logo" of an event - the registered mark that represents the official hosting agency. The logo is granted to products approved by the official licensing agent, and money received is used for purposes determined by the owner group.
The "Official Logo" for the Sturgis® Rally was originally designed and developed by Tom Monahan as a vehicle to help fund the Black Hills Motorcycle Classic. Tom gave the logo to the Sturgis Chamber in 1986. As owner of Tom's T's, Tom volunteered in 1986 to give $2.00 to the Sturgis Chamber for each t-shirt sold that was imprinted with the licensed and registered Black Hills Motor Classic logo.
This led to the current licensing procedure in which a portion of the money from a customer's purchase of a licensed product is returned in royalties to support the Sturgis® Motorcycle Rally and improve the Sturgis community. This year, Tom's T's continues as a member of the prestigious ranks of "Official Sturgis® Motorcycle Rally Sponsors" as the exclusive t-shirt of the 2017 Sturgis® Motorcycle Rally.
This coming year will be the 33rd Anniversary of the Official Sturgis® Motorcycle Rally™ logo!