Harley-Davidson will debut a companion racing series during MotoGP weekends beginning in 2026, aiming to boost its presence in the global motorsports arena. The American motorcycle manufacturer unveiled this initiative at a press event held at Austria’s Red Bull Ring circuit, following an initial announcement in May.
Details of the Harley-Davidson Bagger World Cup
The new competition, named the Harley-Davidson Bagger World Cup, will take place across six MotoGP race weekends with prospects to grow in 2027. This series will focus on baggers, which are enhanced versions of Harley’s Grand American Touring motorcycles. While not entering as an original equipment manufacturer, Harley-Davidson seeks to leverage the international exposure MotoGP provides. The company already participates in the U.S. MotoAmerica racing series through its Mission King of the Baggers championship, but this move targets a broader global audience after Liberty Media’s acquisition of MotoGP in June.
Race Venues and Competition Format
The Bagger World Cup will be hosted at several prestigious circuits including the Circuit of the Americas in the United States, Mugello in Italy, Assen in the Netherlands, Silverstone in England, Aragon in Spain, and the Red Bull Ring in Austria. All motorcycles will conform to uniform specifications, with an expected lineup of six to eight independent teams comprising two riders each, creating a field of 12 to 16 competitors.
Jeff Schuessler, Harley-Davidson’s global director of marketing and partnerships for racing programs, emphasized the company’s deep roots in motorsports, stating,
“and by 1904 we were racing, and over the last 122 years, we’ve raced everything on two wheels,”
highlighting the brand’s enduring connection to competitive racing.
Significance and Future Outlook for Harley-Davidson’s Racing Strategy
This companion series represents Harley-Davidson’s strategy to broaden its motorsport impact beyond the U.S., utilizing the global platform of MotoGP to elevate its brand visibility and connect with international audiences. By focusing on bagger motorcycles, the company aligns its racing activities with its touring motorcycle heritage. The initiative could help stimulate sales and foster new partnerships, signaling a significant step in expanding Harley-Davidson’s motorsport footprint worldwide.
