STURGIS, S.D. (AP) — Sturgis is poised to hand the marketing of its annual motorcycle rally to a company owned by the New York Yankees, Dallas Cowboys and a major investment fund.

Mayor Mark Carstensen told the Rapid City Journal (http://bit.ly/W6rzFb ) that the Plano, Texas-based company, Legends Sales & Marketing, is "the major leagues for sure." ''Their ability to work with corporate America and to have those contacts is invaluable."

John Alper, the company's vice president of strategic partnerships, said Legends sees enormous potential in partnering with the community that hosts the nation's largest motorcycle rally.

"When people think sponsorships, they normally think of teams, leagues or stadiums," he said. "The Sturgis Motorcycle Rally is one of the most iconic lifestyle brands in the world. There's nothing like it. This one really caught our attention."

The city severed ties with its old sponsoring agent, Motoring USA, after last year's rally, hoping to expand the event and bring in more money. The rally attracts hundreds of thousands of people to western South Dakota's Black Hills. The city generated about $1.4 million in revenue last year, leading to a net profit about $400,000.

The new marketing firm initially will be tasked with bringing on new sponsors and growing revenue in anticipation of the rally's 75th anniversary in 2015, City Manager Daniel Ainslie said.
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