STURGIS, S.D. – The Sturgis Council Monday night held discussion on the future of the Sturgis Motorcycle Rally Sponsorship Program

The council had already decided to seek a third-party affiliate to handle contract negotiations and maintain the confidentiality many rally sponsors require.

The council Monday night discussed which third-party operator pathway should be selected. After short discussion, the council decided they would use a combination of two pathways – titled 2A and 2C, which focus on working with either a National Specialized or Local for-Profit Operator.

Sturgis Mayor Rod Bradley says:

Sturgis City Administrator Aaron Jordan agrees, telling council members there are ways to explore a non-profit operator.

With the council identifying a preferred pathway, implementing documents will now be prepared and returned for later council review and action.

The Council has already passed a resolution that will establish the framework for the 2026 Rally period while they continue working on the future of the Rally Sponsorship Program.