STURGIS, S.D. – An interesting listing on a local auction website this week is getting some attention.
Up for bid are trademarks associated with the Sturgis Motorcycle Rally.
The marks belong to Sturgis Motorcycle Rally, Inc., who used to charge fees to individuals and the city of Sturgis for the use of them.
But after years of court hearings, it was determined S.M.R.I. did not own or have valid trademark rights to names “Sturgis,” “Sturgis Rally and Races,” and “Sturgis Motorcycle Rally.”
So, now, First Interstate, SMRI’s primary creditor, is selling the trademarks to the highest bidder.
The City of Sturgis was a little surprised by the news, but are moving forward with their own branding of the rally. The city severed their relationship with SMRI, and in doing so, introduced their own logo and brand called “The Ride. The Roar. The Rally.” They also now refer to the event as the City of Sturgis Motorcycle Rally.
While the old trademarks are really not of value to the city, Sturgis City Manager Daniel Ainslie wondered whether the marks could legally be sold. He wouldn’t elaborate to the Black Hills Pioneer whether that legal question had been asked.
The auctioneer, McPherson Auctions, says “It is the sole responsibility of any and all potential bidders to research each trademark of interest to them.”
The online auction ends Wednesday evening.
