The 86th Sturgis Motorcycle Rally officially began on August 8, 2026, attracting approximately 500,000 riders to the small town of Sturgis, South Dakota, and the surrounding Black Hills region. The rally, billed as the world’s largest motorcycle event, is held annually for ten days in August and includes races, concerts, stunt shows, motorcycle demonstrations, vendor exhibitions, and organized group rides.

During the rally, the town of Sturgis, which has a population of about 7,100, transforms as motorcycles fill downtown streets and riders explore the Black Hills. This year’s concert lineup features country star Lainey Wilson as the headliner, scheduled to perform on August 12. Other performers include YUNGBLUD, Megadeth, Lynyrd Skynyrd, Rob Zombie, and Insane Clown Posse.

The Sturgis Rally was founded in 1938 by Indian Motorcycle dealer Pappy Hoel. His marketing skills, passion for motorcycle racing, and paternal care for America’s World War II veterans, many of whom struggled with mental wounds from combat, helped make Sturgis synonymous with motorcycles. The Hoel family managed the rally for nearly 50 years before transferring control to the City of Sturgis in the 1980s.

In tribute to the rally’s history, a new Indian Chief Vintage Sturgis SD Edition motorcycle has been introduced, featuring special paint and badging inspired by Indian motorcycles of the 1930s. It sports a classic two-tone Indian Motorcycle Red and Cream paint scheme with a multicolored Indian Motorcycle headdress logo.

Pappy Hoel is credited as “the man who put the brotherhood in motorcycles” and is recognized as the reason so many people continue to attend the event today.

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