Harley-Davidson Europe

H-D MotoGP - 'Adjacent Marketing' 

H-D Europe has announced that it is to fly the 'Bar 'n Shield' at select MotoGP rounds in Europe this summer - a classic piece of 'adjacent marketing' as the brand continues attempts to monetize its racing heritage.

In 2024 Harley will be represented at four MotoGP rounds, offering race fans "the opportunity to experience several machines from America's most traditional motorcycle manufacturer. 

"Adventure is an essential part of Harley-Davidson's DNA and thus also of more than 100 years of racing history with national and international successes. Harley will endeavor to sell a vision of a brand that is at home on the racetrack, for example with the American H-D Factory Race Team successfully participating in the MotoAmerica King Of The Baggers racing series in USA, and in Europe Performance Baggers and Hooligan Bikes competing in German endurance races for the first time."

MotoGP fans will be able to meet Harley-Davidson at the following races: 

• Motul TT Assen, TT Circuit Assen, Netherlands, June 28-30 

• Liqui Moly Motorrad Grand Prix Deutschland, Sachsenring, Germany, 5 to 7 July 

• Monster Energy British Grand Prix, Silverstone Circuit, Great Britain, August 2-4 

• Motorcycle Grand Prix of Austria, Red Bull Ring – Spielberg, Austria, August 16-18