Just Weeks Away… New Events and Legendary Artists Build Anticipation for a Historic Celebration
STURGIS, S.D. – The countdown is on for the 85th Sturgis Motorcycle Rally, and this year’s event promises to be the most thrilling and action-packed rally yet, with new attractions, landmark experiences, and major expansions across the city and Black Hills area.
“This is going to be the best rally ever!” said Sturgis Mayor Kevin Forrester. “The 85th Rally features a slate of new activities, along with some of the best riding in the country. The Ride, the Roar, the Rally— makes Sturgis the ultimate destination for riders from around the world. It’s still a couple of weeks before opening day, and you can already feel and hear the rumble!
Among the biggest additions is the debut of the first-ever full-line Harley-Davidson dealership in Sturgis. The new Sturgis Harley-Davidson dealership will feature over 300 new and pre-owned motorcycles on site, plus a complete inventory of parts, accessories, and apparel.
The Sturgis Motorcycle Museum & Hall of Fame will also make history, with the induction of nine notable members of the riding community during its annual ceremony on Wednesday at the Hall of Fame breakfast. On Monday, the museum hosts Pearl’s Jam, the first-ever event focused on women riders, named in honor of Pearl Hoel, a rally founder. The museum also launched its first-ever fundraising raffle, with prizes including Danial James fine art, a high-performance S&S engine and more.
At the Legendary Buffalo Chip Campground, the action kicks into high gear with a massive lineup of racing, stunts, and entertainment. New this year are Ultra4 off-road races, flat track and ArenaCross competitions, and a jaw-dropping Harley-Davidson jump over the Budweiser Bridge. The Chip delivers nonstop energy with thirteen bike shows, two days of daredevil stunts, and concerts from artists with a combined 151 Top 10 singles, 482 gold, platinum, and diamond records, and a staggering 84 million monthly Spotify listeners.
“I’ve not seen anything like it,” said Buffalo Chip CEO Rod Woodruff. “Inquiries about the 85th started coming in before the 84th even began. It’s become a true bucket list event for riders around the world.”
The Jackpine Gypsies Motorcycle Club expands the menu of racing events with the addition of two AFT Short track races at their facility near Interstate 90 in Sturgis, as well as acting as the new location for the Sturgis TT. This natural setting with seating along the bluffs will give a retro feel to some of the most exciting racing on the planet. The short track races take place at 5pm on both Monday and Tuesday of the rally and are the first AFT-sanctioned short track events on the site. The AFT Sturgis TT and Adventure class racing takes place on Friday.
Renowned photographer Michael Lichter will be honored with the 2025 Arlen Ness Lifetime Achievement Award during the rally. A special retrospective of his work—spanning 45 years of biker life and culture—will be on display August 1–9 at the Full Throttle Saloon’s new Expo Center Gallery. The exhibit features iconic images of Sturgis from the 1970s through today, along with never-before-seen pieces capturing the spirit of the rally.
Local shops are also stepping up for the 85th. Bandit’s 5 Ball Emporium on Main Street is just one of many offering exclusive rally-themed products, including limited edition art by Danial James, vintage finds, and books by Keith “Bandit” Ball. “We’ve got some kick-ass art and collectibles riders will only find this year,” said Ball. “The bikers rolling into town are ready for a great time.”
With new events on every corner, expanded entertainment, and the same open-road spirit, the 85th Sturgis Rally is shaping up to be an unforgettable experience.
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