Motorcycle rallies have long been about roaring engines, leather jackets, bandanas, open roads and community—and now the vendor zone is rolling into something new. Events like the Sturgis Motorcycle Rally and Arizona Bike Week are increasingly welcoming cannabis-adjacent vendors, opening a fresh chapter in how these legendary gatherings engage with the commercial side of the lifestyle.
The shift in vendor culture
For decades, motorcycle rallies were dominated by food trucks, bike parts dealers, apparel booths, and accessories—everything geared toward the ride and the culture. But as the legal cannabis market in the U.S. has expanded, the vibe is changing. At Arizona Bike Week, for example, a vendor list included names such as Jars Cannabis and other hemp/CBD-related brands prominently on the map. Meanwhile, the motorsports sector has seen marijuana-industry sponsorships in recent years.
This change reflects two major forces: the normalization of cannabis and hemp products and the business imperative of diversifying vendor categories at large events. In short, the audience is there, the enterprise is ready—and the rally organizers are responding.
Why cannabis vendors fit the rally landscape
1. Demographically aligned market: Motorcycle rally attendees often bring a lifestyle mindset—freedom, community, health, and recovery among them. For vendors offering CBD or other wellness-oriented hemp products, the audience resonates.
2. Untapped vendor niche: With traditional vendors saturating the space, cannabis-adjacent brands represent a differentiated offering; by hosting them, rallies broaden their commercial appeal.
3. Legal openings: While each state has its own laws, many jurisdictions are evolving to permit hemp/CBD products, event-based cannabis sampling, or showcases—even if full adult-use cannabis sales are restricted. For instance, one rally reported record vendor sales and “tons of new vendors across the property.”
Risks, regulations and best practices
It’s not all open road and green lights. For one, local law matters. At Sturgis, the official FAQ explicitly notes that cannabis is not legal in any form in South Dakota and that possession remains subject to enforcement.
Organizers, vendors and attendees must navigate:
- Licensing and zoning for hemp/CBD or if applicable, cannabis-products
- Advertising and sponsorship rules (especially if products contain THC)
- Impairment and safety messaging, since Motorcycle Safety Foundation has issued a “Riding Straight—Marijuana Awareness” toolkit reminding riders: drug-impaired riding remains dangerous.
- Clear delineation of permitted vs prohibited products, so as not to run afoul of local law
The business angle
From a commercial standpoint, motorcycle rallies represent a high-impact marketplace: large crowds, strong brand affinity, multi-day dwell time and a culture open to lifestyle-oriented products. At the 2025 Sturgis rally, the number of licensed vendors soared from 434 to 593 compared to the previous year.
For cannabis or hemp vendors, rally environments offer:
- Direct access to engaged, on-site consumers
- Brand-activation opportunities (e.g., tents, sampling, décor)
- Shared culture credibility—riders often value authenticity, lifestyle alignment and community rather than mass marketing
What this means for the future
As more states legalize adult-use cannabis or at least regulate hemp/CBD more flexibly, expect motorcycle rallies to become broader platforms for such vendors. For rally organizers, embracing these vendors can increase revenue, diversify marketplace offerings and align with attendee interests. For vendors, it’s access to an audience that values freedom, experience and brand authenticity.
For you, whether as a vendor seeking to tap into the rally circuit or as a rider curious about the evolving landscape, the message is clear: motorcycle rallies are shifting from purely gasoline-and-chrome to include green-leaf opportunities—just with the right legal and safety guardrails in place.