Milwaukee, USA — Harley-Davidson is taking its racing ambitions in a new direction for 2027, announcing an evolved strategy built around two complementary pillars: Premier Racing and Grassroots Racing.
At the centre of the strategy will be the FIM Harley-Davidson Bagger World Cup, which Harley-Davidson plans to expand with additional teams, riders and races following an impressive inaugural season.
At the same time, the American motorcycle manufacturer will conclude its official factory participation and team support in the MotoAmerica King of the Baggers championship after the 2026 season.
The move marks a significant shift in Harley-Davidson’s approach to competition, combining a high-profile global racing platform with more accessible opportunities for riders to compete at different levels and across multiple disciplines.
“Our evolved racing strategy inspires all of us to ride by putting the fastest Harley-Davidson motorcycles on the biggest stage, while bringing the same competitive edge to a broader audience through our grassroots program,” said Artie Starrs, President and CEO, Harley-Davidson.
Bagger World Cup Takes Centre Stage
The FIM Harley-Davidson Bagger World Cup will become Harley-Davidson’s premier racing platform from 2027, building on the championship’s debut season and its partnership with MotoGP, IRTA and FIM.
Harley-Davidson says the championship exceeded expectations in its first year, producing five different race winners, with every team making an appearance on the podium and the championship battle remaining open until the final round.
For 2027, the company plans to grow the series with more competitors and additional races, although the full team lineup and calendar will be revealed at a later date.
Jeffrey Schuessler, Director – Global Racing Programs, Harley-Davidson, described the inaugural season as only the beginning.
The company sees the Bagger World Cup as more than simply a racing series. It will also serve as a development and technology platform, allowing Harley-Davidson to explore performance improvements that can eventually filter down to production motorcycles and Screamin’ Eagle performance products.
“Taking lessons learned on the track, and making related performance products available to our riders further underscores the importance of the evolved racing strategy,” said Bryan Niketh, Chief Operations Officer, Harley-Davidson.
Factory Racing Exits King of the Baggers
While Harley-Davidson is expanding its global Bagger World Cup programme, it will simultaneously bring its official factory racing involvement in MotoAmerica King of the Baggers to an end following the 2026 season.
The decision closes an important chapter in the company’s modern racing history.
Harley-Davidson Factory Racing has enjoyed considerable success in the championship, winning three of the six national championships contested since the category’s introduction.
The team also produced the most successful rider in King of the Baggers history to date, with Kyle Wyman recording 27 individual victories.
Harley-Davidson credited MotoAmerica and the people behind the championship — including Richard Varner, Chuck Aksland, Terry Karges and the late Wayne Rainey — for playing an instrumental role in establishing and developing the category.
The company also paid tribute to Indian Motorcycle Racing, whose rivalry with Harley-Davidson helped drive the competitive development of the series.
Jason Kehl, Technical Director and Team Principal of Harley-Davidson Factory Racing, said the competition between the two manufacturers pushed both sides to raise their performance levels.
From Factory Race Bikes to Future Performance
Although the factory team is leaving King of the Baggers, Harley-Davidson isn’t walking away from the technology and knowledge developed during the programme.
Instead, the company says the engineering expertise, performance data and competitive experience accumulated through Factory Racing will increasingly be channelled into the FIM Harley-Davidson Bagger World Cup, future motorcycle development and race-derived Screamin’ Eagle and other performance components.
That creates a clear link between racing and the motorcycles available to Harley-Davidson customers.
Grassroots Racing Opens the Door Wider
The second half of Harley-Davidson’s new strategy is aimed at riders who may never compete on a world-level racing grid.
Through its Grassroots Racing programme, the company plans to create more accessible competitive opportunities across different disciplines and experience levels.
The idea is simple: racing doesn’t have to mean a factory team, international championship or professional career.
Whether it’s chasing bragging rights at a local drag strip, fighting for a flat-track podium or taking part in a dealership competition, Harley-Davidson wants more riders to experience the competitive side of motorcycling.
And that could prove to be one of the more interesting aspects of the company’s new direction.
