Keen to attract more millennials to the brand, Harley-Davidson has sponsored a snow hill climb in this year’s X Games in Aspen.
You can watch the preliminary rounds and qualifying on a live stream at 2.30pm AEDT on January 29 on Harley’s Facebook page.
Put that date in your diary now as the action should be incredible, not to mention the noise!
They have created a special Sportster bike for the event.
It has a wide motocross frame, 12-inch-extended swingarm, double the Sportster power and a range of snow tyres.
Check it out in this video.
However, competitors in the debut event can enter any modified twin-cylinder motorcycles.
They will race side-by-side up the Aspen SuperPipe.
The event is one many at the X Games next week (January 25-28, 2018), including ski, snowboard and other action snow sports.
HD marketing director Scott Beck says the Harley-Davidson Snow Hill Climb is “another way for us to grow the sport of motorcycling”.
Not only does it show Harley’s keenness to attract millennials to the brand, but also hints that the Sportster may be in line for a deserved upgrade this year.
If you are in the USA, the final rounds of the Snow Hill Climb will air on January 28 at 10.45pm Eastern Time on ESPN.
The riders invited to compete are Logan Mead, Logan Cipala, Austin Cardwell, Jake Anstett, Dan Lauters, Josh Mueller, Louie Lauters and Travis Whitlock.
Big year in motorsport
Harley seems intent on spending big this year on motorsport.
In December, the Milwaukee company announced it is spending a record $US562,500 in contingency program money for the 2018 American Flat Track race schedule.
That compares with $350,000 Indian is spending.
The hope is that Harley can reverse their humiliating defeat by Indian Motorcycle.
It all points to a showroom war for younger riders’ hard-earned cash.