But it's a good bet that most of them have no idea that a big battle goes on over who owns the name "Sturgis" written on their new t-shirts. Sturgis Motorcycle Rally, Inc. says it has the senior rights to "Sturgis" "Sturgis Bike Week" and similar phrases when they relate to the Sturgis Motorcycle Rally. And the chairman of SMRi came out Tuesday saying that still, some retailers choose to infringe on those trademark rights by selling merchandise that doesn't come through licensed distributors. Now the business leading the fight to put the word "Sturgis" back in the public domain is speaking out.

Rushmore Photo & Gifts, Inc. maintains that "Sturgis" is the common, generic name for the rally which, it says, is the same reason a Florida court ruled last year that "Daytona Beach Bike Week" is not a valid trademark. In court documents filed in June, Rushmore and other defendants moved for a "summary judgment of dismissal" against all allegations of trademark infringement in the Sturgis case. SMRi's chairman said Tuesday that his group wants the legal disputes done so they can focus on giving back to the community. Some money raised from the licensing goes to local charities.

Julie Oberlander