81st Rally, Aug. 6th-15th, Begins in
Covid Tracker


Are you interested in adding your brand to this elite group? Please contact Jerry Cole , Director of Sturgis Rally & Events at this Email

  • Respondents to a survey indicated that is their #1 go-to source for information on the City of Sturgis Motorcycle Rally!

How can you capitalize on this phenomenon and capture the attention of this market?

A City of Sturgis Motorcycle Rally sponsorships offer you customized packages that combine a unique blend of on-site visibility and promotion during the Rally itself, as well as year round exposure through the Rally's official website and related promotional vehicles, in order to establish top of mind awareness for your brand with City of Sturgis Motorcycle Rally attendees.

First Name:
Last Name:
Business Description:

pappy hoel

 The Story of the City of Sturgis Motorcycle Rally...

When Clarence "Pappy" Hoel purchased an Indian Motorcycle franchise in the depths of the Great Depression, he had no idea that he was about to begin the most famous motorcycle gathering in the world. It all began in 1938, when Pappy, his wife, Pearl, and his newly founded Jackpine Gypsies Motorcycle Club decided to host a race in Sturgis. Nine participants and a mere 200 spectators attended. Today the City of Sturgis Motorcycle Rally is one of, if not 'the' largest gatherings of motorcycle enthusiasts in the world.

The Rally occurs every August in the Black Hills of South Dakota, home to Mount Rushmore, Crazy Horse National Memorial and Devil's Tower Monument to name a few of the area's most recognized 'icons'. The 2021 City of Sturgis Motorcycle Rally, August 6th - 15th, celebrates the 81st Anniversary of the event that has become known to motorcycle enthusiasts throughout the world as the "Granddaddy of 'em all". Attendance for the 2015 Cityof Sturgis Motorcycle Rally was estimated at 739,000 with participants from all 50 states as well as Canada and dozens of other international communities including Japan, Australia, Germany, England, etc. From South Dakota’s Governor, to entertainment and sports superstars, to motorcycle industry legends, you’re likely to find them all strolling Main Street and enjoying the sights and sounds that are "Sturgis"!

Sturgis Motorcycle Rally
Vacation Planning

© 2020 The City Of Sturgis Rally and Events Department
1040 Harley-Davidson Way
Sturgis, South Dakota 57785