STURGIS, S.D. – The City of Sturgis is looking to grow the business side of its world-famous motorcycle rally.
City officials have issued a Request for Qualifications and Interest, seeking an experienced consultant to help expand the Sturgis Rally’s sponsorship and trademark licensing program.
Mayor Rod Bradley says the goal is to maximize the value of the rally while benefiting both the community and business partners. The effort will focus on increasing revenue through sponsorship opportunities, promotional activities, and licensed merchandise featuring city-owned trademarks.
Officials say the program already includes advertising and activation opportunities tied to city events, digital platforms, and city-owned properties.
City leaders emphasize that any future growth will be designed to protect the Rally’s reputation and preserve its motorcycle culture and identity.
The city hopes the expanded program will generate long-term benefits for Sturgis residents and strengthen one of the community’s most valuable assets.
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