HARLEY-DAVIDSON EVOLVES RACING STRATEGY
Joining Premier Racing Together with Accessible Racing Programs
MILWAUKEE (October 1, 2026) – Harley-Davidson today announced the evolution of its racing program, creating two complementary programs beginning in 2027:
- Premier Racing: Building on the successful inaugural season and partnership with MotoGP, IRTA and FIM, Harley-Davidson will invest to grow the FIM Harley-Davidson Bagger World Cup as the company’s premier racing platform.
- Grassroots Racing: Develop accessible racing opportunities for riders across a range of disciplines and experience levels.
“Our evolved racing strategy inspires all of us to ride by putting the fastest Harley-Davidson motorcycles on the biggest stage, while bringing the same competitive edge to a broader audience through our grassroots program,” said Artie Starrs, President and CEO, Harley-Davidson. “Whether its bragging rights at the local drag strip, the podium at a flat track, or a dealership challenge – everyone has an opportunity to compete and win on a Harley-Davidson.”
Growing the FIM Harley-Davidson Bagger World Cup
In 2027, Harley-Davidson will expand the championship with additional teams, riders, and races.
“What we accomplished in the inaugural season of the FIM Harley-Davidson Bagger World Cup exceeded our expectations,” said Jeffrey Schuessler, Director – Global Racing Programs, Harley-Davidson. “We saw incredible racing, five different race winners, every team on the podium and a championship fight that went all the way to the final round. But what I’m most proud of is how our teams, riders, partners, dealers and the entire Harley-Davidson community got behind this championship and helped bring it to life around the world. This is only the starting line. We now have an incredible foundation to build from, and the opportunity ahead of us is enormous.”
The Bagger World Cup will continue to serve as a racing development and demonstration platform for Harley-Davidson performance, supporting future motorcycles and race-derived Screamin’ Eagle performance products. “Screamin’ Eagle is where Harley-Davidson engineering meets the relentless pursuit of performance,” said Bryan Niketh, Chief Operations Officer, Harley-Davidson. “Taking lessons learned on the track, and making related performance products available to our riders further underscores the importance of the evolved racing strategy.”
Further details on the expanded lineup and schedule will be available in the coming months.
An Update On Factory Racing
As part of this evolution, Harley-Davidson will conclude its Factory Racing participation and official team support in MotoAmerica King of the Baggers following the 2026 season. MotoAmerica’s partnership, including the efforts of Richard Varner, Chuck Aksland, Terry Karges, and Wayne Rainey, was instrumental in establishing the category.
The Harley-Davidson Factory Racing Team excelled on the track, pushing the brand to capture three of six national championships, and fielding the most successful rider in the history of the category, Kyle Wyman with 27 individual wins.
"Thank you to MotoAmerica for their partnership and commitment to King of the Baggers. Without their support, and the exciting racing in the series, we would not have the success we achieved," said Jason Kehl, Technical Director and Team Principal, Harley-Davidson Factory Racing. “I also want to recognize Indian Motorcycle Racing for their fierce competition in each of the six seasons. Having a rival that consistently pushed us to raise our level made our team better, helped elevate the entire category, and made the wins much more meaningful. We are extremely proud of what Harley-Davidson Factory Racing, our riders, employees, supported teams and partners have accomplished. That success was built on the commitment and technical capability of an incredible group of people, as well as the support of our fans. The passion of so many Harley-Davidson enthusiasts is a key reason why the bagger category continues to grow."
The technical capabilities built through Factory Racing - the engineering expertise, performance insights and competitive spirit developed on the track - will increasingly support the FIM Harley-Davidson Bagger World Cup, motorcycle development, as well as race-derived Screamin' Eagle and other performance parts.
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Head of Government & Corporate Affairs
Dylan Riddle
dylan.riddle@harley-davidson.com
Press and Media Manager – Global Racing Programs
Federico Tondelli
federico.tondelli@harley-davidson.com
About Harley-Davidson
Since 1903, Harley-Davidson has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, parts & accessories, experiences, riding gear and apparel. What We Make: The World's Best Motorcycles. Period. Who We Serve: Motorcycle Riders Worldwide. Why We Do It: To Protect and Grow Motorcycle Culture. What We Stand For: Life, Liberty and the Pursuit of Happiness. Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and has a controlling interest in Harley-Davidson Financial Services and LiveWire Group, Inc. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road. LiveWire is committed to developing the technology of the future and investing in the capabilities needed to lead the transformation of motorsports. Learn more at harley-davidson.com.
About FIM Harley-Davidson Bagger World Cup
The FIM Harley-Davidson Bagger World Cup is the first global championship exclusively dedicated to high-performance Harley-Davidson bagger motorcycles, organized by Harley-Davidson in partnership with MotoGP™ and officially recognized by the Fédération Internationale de Motocyclisme (FIM). The series is contested at selected international circuits alongside the MotoGP™ calendar, bringing Harley-Davidson’s iconic machines into a premier global racing environment. The championship combines heritage, technical innovation, and on-track competition, extending the brand’s racing legacy onto the world stage. Learn more on the dedicated FIM Harley-Davidson Bagger World Cup page and on the Harley-Davidson Media Site.
About Screamin’ Eagle
Screamin’ Eagle is Harley-Davidson’s line of high-performance engines, Stage kits and components, engineered and tested by Harley-Davidson to deliver integrated performance upgrades for compatible motorcycles. Learn more on Screamin’ Eagle dedicated web page.
