J&P Cycles Named Official Motorcycle Aftermarket Retailer Of the Sturgis Motorcycle Rally

J&P Cycles, the world’s largest aftermarket motorcycle parts and accessories retailer, announced a multi-year partnership with the City of Sturgis, South Dakota to be the “Official Motorcycle Aftermarket Retailer” of the legendary Sturgis® Motorcycle Rally™ held each August. This year’s Rally is Aug. 4-13, 2017.

The partnership is a perfect extension of the company’s year-round retail presence in Sturgis, featuring the J&P Cycles store on Lazelle Street.  J&P’s 2017 Rally experience adds a mobile customization shop featuring Kuryakyn, Dunlop, Vance & Hines, Mustang Seats, and dozens of other leading brands.

“J&P Cycles was built on being where riders love to go,” said Zach Parham, President of MAG Retail Group and son of J&P Cycles founder John Parham. “Sturgis is always a pilgrimage for motorcycle riders, and we’re proud to have a year-round presence in the Black Hills. Being named the “Official Motorcycle Aftermarket Retailer of the Sturgis Motorcycle Rally” is a testament to our commitment to the city and the half million riders visiting the granddaddy of all motorcycle rallies.”

About J&P Cycles: Founded by John and Jill Parham in 1979, J&P Cycles is the world’s largest aftermarket motorcycle parts and accessories retailer. J&P Cycles operates retail locations in Anamosa, Iowa, Daytona Beach, Florida, and Sturgis, South Dakota. The company’s Rider Service Center is located in Daytona Beach, Florida. J&P Cycles supports motorcyclists with retail pop-up stores at over a dozen motorcycle rallies, races and events throughout the U.S. each year.

7 Responses to “J&P Cycles Named Official Motorcycle Aftermarket Retailer Of the Sturgis Motorcycle Rally”

  1. 1 Chris Jul 25th, 2017 at 10:00 am

    What exactly does being the “Official Motorcycle Aftermarket Retailer” actually mean?

    J&P would have been in there location regardless of any officialdom I suspect. As a consumer (who buys parts from J&P from time to time”) that distinction has no bearing on how or where I would get my parts while in Sturgis.

    Is this purely a marketing play to get the J&P Cycles name more play?

  2. 2 rebel Jul 25th, 2017 at 11:06 am


  3. 3 1550tc Jul 26th, 2017 at 2:35 pm

    Thank god we have Cyril H Post

    the non official blog of the 77th sturgis rally

  4. 4 bilbo baggins Jul 27th, 2017 at 1:05 pm

    What’s with the negativity boys. Every rally has “official” this and “official” that. It’s part of the game. The promotors do that not the vendors. J&P could care less that they are the “official” vendor for the rally, they are too damn busy to worry about titles. And yes gentlemen the name of the game is money. That’s whypromotors, which includes cities, put on the rally, and not just Sturgis, EVERY rallly is about the money. And this year, smile at a vendor, you have no idea how much money, there’s that buzz word again, they have to put out to be there. 25 fees later they can start to make some money. And really, what’s a rally without ALL the vendors.

  5. 5 Phil G Jul 27th, 2017 at 3:18 pm

    AMEN Bilbo

  6. 6 Chris Jul 27th, 2017 at 3:41 pm

    I wasn’t trying to be negative, just curious to know what the play is. If I hadn’t read it on this blog, would I know that J&P is the “Official. . .”? Probably not. Would my knowing or not knowing impact my purchasing behavior? Absolutely not. On the other hand, I know who J&P is, so I suppose the message isn’t for me.

    Who was the Official retailer last year? That’s what I thought, nobody remembers or cares.

    Long before I knew a lick about how a motorcycle engine actually worked I knew who J&P Cycles was. Why? Because they were the “Official” this or that? Nope, because their catalogs were free at every event I went to, their prices are fair, and the new catalogs keep showing up at my house.

    IMPORTANT NOTE to any industry marketing managers who care to listen: Millenials like print catalogs despite your insistence otherwise.

  7. 7 Voice of reason Aug 2nd, 2017 at 12:52 am

    Bilbo, you are right about the 25 fees later, plus the cost of getting your crew there, housing, food, rent for the space. I am with one of those vendors and we have NEVER made a profit on the Rally. Honest Injun Willy, as we used to say. Hauling your big rig there, gas, wages for your employees, who usually work long hours so you are paying overtime. So, yes, smile and thank the vendors who bring parts and equipment to keep your bikes running so that you can enjoy your rides. The City fathers do not make it easy..

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Cyril Huze