Published on: November 10, 2026
Harley-Davidson has selected Horizon Global to handle its global media business following an extensive review process spanning several months. The partnership aims to streamline the motorcycle brand’s media operations through improved transparency, coordination and consistency, while helping it strengthen connections with current and potential riders worldwide.
Under the agreement, Horizon Global will oversee media strategy, planning, investment and measurement across North America, Europe, the Middle East and Africa (EMEA), Asia-Pacific (APAC) and Latin America (LATAM).
The collaboration is expected to give Harley-Davidson greater oversight of its global media activities, improve operational efficiency and support more coordinated investment decisions. At the same time, the approach will retain local market insights and flexibility to ensure campaigns remain relevant to audiences across different regions.
Commenting on the partnership, Marcus Fischer, Chief Brand Officer at Harley-Davidson, said, “Harley-Davidson is about delivering joy and swagger to the world of motorcycling. Horizon’s integrated approach to media gives us the opportunity to better serve our core and welcome in new riders. The teams are a great match. They are as passionate about media as we are about motorcycles,”
Horizon Global’s operating model combines international capabilities and scale with an agile structure designed to offer marketers an alternative approach to media management. The partnership will apply this model to Harley-Davidson’s global media requirements, with a focus on audience growth and measurable business outcomes.
Bob Lord, CEO of Horizon Global, said, “Few brands have successfully transformed a customer base into a lifelong lifestyle movement the way Harley-Davidson has. Marcus and his team understand what global marketers need today and share in our belief that meaningful growth comes from challenging conventions. We’ve developed tremendous respect for the Harley-Davidson team throughout this process, and we’re excited to get to work helping them realise their ambitions and drive measurable business growth.”
The appointment marks a new phase in Harley-Davidson’s global media operations, with both companies looking to strengthen media coordination and support the brand’s growth across international markets.
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