The roar of V-twins and the haze of exhaust aren’t the only things drifting across America’s biggest bike rallies anymore. As cannabis and hemp markets continue expanding, a growing wave of CBD and cannabis-adjacent brands is carving out space at motorcycle events nationwide—offering riders new options for pain relief, recovery, and relaxation while reinforcing the long-standing cultural bridge between open roads and alternative wellness.
At anchor events like the Sturgis Motorcycle Rally in South Dakota and Daytona Bike Week in Florida—each pulling hundreds of thousands of riders annually—vendor rows increasingly resemble full-scale lifestyle expos. Alongside exhaust manufacturers, leather makers, and custom parts designers, riders now routinely find booths offering CBD roll-ons, hemp pre-rolls, wellness gummies, and infused balms geared toward long-distance riders. These sprawling vendor villages have become major touchpoints for consumer education and brand discovery, especially for those curious about cannabis but not yet ready to walk into a dispensary.
A key driver behind this shift is the regulatory landscape. The 2018 Farm Bill, which removed low-THC hemp from the federal definition of marijuana and permitted nationwide sales of hemp-derived CBD, opened the gates for wellness-focused vendors to appear at mainstream rallies. This federal protection allows CBD brands to operate at major events even when THC-rich products remain restricted under state law, giving hemp companies a unique advantage in national motorcycle circuits.
Some rallies have fully embraced the trend. Arizona Bike Week has featured cannabis retailer Jars Cannabis among its sponsor lineup—placing a licensed cannabis company alongside major motorcycle and beverage brands. It’s a clear sign that cannabis has moved from fringe curiosity to accepted partner within rally culture. Smaller events have also helped elevate cannabis brands. TokeBox, an Arizona-based accessory and subscription brand, has sponsored the Too Broke for Sturgis rally, using the event to get educational materials, accessories, and legal products directly into the rider community.
For riders themselves, the appeal is obvious. Hours in the saddle can take a toll on backs, wrists, and joints. CBD balms and topical roll-ons promise targeted relief without intoxication, making them popular among long-distance riders who must stay alert. In the evenings, gummies and tinctures marketed for sleep and relaxation offer alternatives to alcohol-heavy nightlife—an option many health-conscious riders welcome.
Still, the cannabis-motorcycle connection isn’t without challenges. Racing and motorsport organizations have wrestled with CBD sponsorship rules, concerned that branding could violate venue or broadcast regulations even when products are federally legal. That uncertainty sometimes trickles down to rallies, requiring organizers to navigate a shifting mix of federal, state, and local policies.
For rally attendees eager to explore cannabis vendors, the guidance is simple: treat them like any other performance-focused provider. Reputable brands will offer third-party lab results, clear labeling, QR codes, and informed staff able to explain ingredients and proper use. Riders shouldn’t hesitate to ask questions—quality and transparency matter just as much as comfort or convenience.
As legalization broadens and wellness culture grows, cannabis vendors are no longer the outsiders at America’s iconic bikefests. They’re becoming an integral part of the rider marketplace—bringing relief, innovation, and a new kind of fuel to the road.
Learn More: Rallies, Rights, and Reform: Biker Communities Back Cannabis Change