MWF and Harley-Davidson Announce a New Multi-Year Partnership
MILWAUKEE, WI (February 24, 2026) — Milwaukee World Festival, Inc. (MWF) producer of Summerfest presented by American Family Insurance, and Harley‑Davidson (H-D) today announced the reignition of an iconic partnership that first brought these two flagship Milwaukee brands together 35 years ago. The new multi-year partnership will elevate the festival experience for music fans and H-D riders through expanded programming and promotions, continuing the partnership’s legacy of community impact.
Harley‑Davidson once again becomes the “Official Motorcycle of Summerfest” and will take center stage as the presenting sponsor of Summerfest’s Official Celebration of America’s 250th on July 4, 2026.
Summerfest’s Official Celebration of America’s 250th Presented by Harley‑Davidson
Closing out the festival, Harley-Davidson will sponsor Summerfest’s can’t miss 4th of July celebration for Milwaukee, highlighted by a 20‑minute fireworks finale lighting up the lakefront, commemorating America’s 250th Anniversary. The day will also feature a special admission promotion and a gate giveaway for the first 5,000 fans. More details will be announced at a later date.
“We are thrilled to welcome Harley-Davidson as a Summerfest sponsor, continuing a Milwaukee tradition,” said Sarah Pancheri, President and CEO, Milwaukee World Festival, Inc. “This partnership is especially meaningful, as it brings two iconic Milwaukee brands back together with a shared focus on serving the community and delivering unforgettable experiences to our fans.”
“We could not be more excited to be joining Summerfest as a sponsor,” said Artie Starrs, President and CEO, Harley-Davidson. “Milwaukee is our home and always will be – we’re looking forward to celebrating 250 years of America together with our riders, dealers and fans right here in our hometown.”
Additional Summerfest Elements
The multi-year partnership also includes the following Summerfest sponsorship elements with details to be announced in the future:
- Harley‑Davidson sponsored motorcycle parking lot
- H.O.G. Member perks
- Onsite exhibit space
- Annual promotion/theme day
As part of this announcement, Harley-Davidson confirmed that the events formally associated with H-D Homecoming will now be incorporated into milestone anniversary celebrations.
For more information visit Summerfest.com.
About Milwaukee World Festival, Inc.
Milwaukee World Festival, Inc. is an independent, private 501(c)(3) corporation founded in 1965 that produces Summerfest presented by American Family Insurance, a three-weekend music festival featuring hundreds of artists across 12 stages. Milwaukee World Festival, Inc. also maintains and improves Henry Maier Festival Park, located on 75 acres on the shores of Lake Michigan in Milwaukee, WI. In addition to Summerfest, Henry Maier Festival Park hosts a variety of ethnic and cultural festivals, concerts, walks, runs, and other special events, attracting over one million annually. The mission of the organization is to promote an understanding of different ethnic cultures, the histories and traditions of various nationalities, harmony in the community, civic pride as well as to provide a showcase for performing arts, activities, and recreation for the public and employment opportunities for the youth of the community. For more information visit MilwaukeeWorldFestival.com or Summerfest.com, or Facebook, X, Instagram and TikTok: @Summerfest.
About Harley-Davidson, Inc.
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Building our legend and leading our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Our ambition is to maintain our place as the most desirable motorcycle brand in the world. Since 1903, Harley-Davidson has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, experiences, motorcycle accessories, riding gear and apparel. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road. Harley-Davidson also has a controlling interest in Livewire, the first publicly traded all-electric motorcycle company in the United States. LiveWire is the future in the making for the pursuit of urban adventure and beyond. Drawing on its DNA as an agile disruptor from the lineage of Harley-Davidson and capitalizing on a decade of learnings in the EV sector, LiveWire’s ambition is to be the most desirable electric motorcycle brand in the world. Learn more at harley-davidson.com and livewire.com.
NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.
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