Harley-Davidson advertising spend, FY2025

Harley-Davidson (HOG) reported $185M of advertising expense for the fiscal year ended Dec 31, 2025. That is 4.1% of revenue of $4.5B. Up 35.1% from FY2024.

Ad spend, FY2025
$185M
year ended Dec 31, 2025
Change vs prior year
+35.1%
vs FY2024
Share of revenue
4.1%
of $4.5B revenue
Rank by ad spend
#232
of 336 companies

Key facts

  • Ad spend is 1.5x its FY2015 level ($120M), faster than revenue (0.7x).
  • FY2025 is the highest year on file, going back to FY2008.
  • Largest increase +35.1% in FY2025; largest cut -21.5% in FY2020.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 4.1% of revenue, up from 3.3% in FY2020.
  • Harley-Davidson spends more on advertising than 31% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M $200M FY2008 (ended 2008-12-31): $89.2M FY2009 (ended 2009-12-31): $80.2M FY2010 (ended 2010-12-31): $75.8M 2010 FY2011 (ended 2011-12-31): $82.3M FY2012 (ended 2012-12-31): $80.7M FY2013 (ended 2013-12-31): $90.7M 2013 FY2014 (ended 2014-12-31): $107M FY2015 (ended 2015-12-31): $120M FY2016 (ended 2016-12-31): $137M 2016 FY2017 (ended 2017-12-31): $136M FY2018 (ended 2018-12-31): $144M FY2019 (ended 2019-12-31): $171M 2019 FY2020 (ended 2020-12-31): $135M FY2021 (ended 2021-12-31): $108M FY2022 (ended 2022-12-31): $106M 2022 FY2023 (ended 2023-12-31): $131M FY2024 (ended 2024-12-31): $137M FY2025 (ended 2025-12-31): $185M 2025 $185M

Ad spend as % of revenue

0% 2% 4% 6% FY2008 (ended 2008-12-31): 1.5% FY2009 (ended 2009-12-31): 1.7% FY2010 (ended 2010-12-31): 1.6% 2010 FY2011 (ended 2011-12-31): 1.5% FY2012 (ended 2012-12-31): 1.4% FY2013 (ended 2013-12-31): 1.5% 2013 FY2014 (ended 2014-12-31): 1.7% FY2015 (ended 2015-12-31): 2.0% FY2016 (ended 2016-12-31): 2.3% 2016 FY2017 (ended 2017-12-31): 2.4% FY2018 (ended 2018-12-31): 2.5% FY2019 (ended 2019-12-31): 3.2% 2019 FY2020 (ended 2020-12-31): 3.3% FY2021 (ended 2021-12-31): 2.0% FY2022 (ended 2022-12-31): 1.8% 2022 FY2023 (ended 2023-12-31): 2.2% FY2024 (ended 2024-12-31): 2.6% FY2025 (ended 2025-12-31): 4.1% 2025 4.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $185M +35.1% $4.5B 4.1% AdvertisingExpense 10-K Feb 26, 2026
FY2024 Dec 31, 2024 $137M +4.4% $5.2B 2.6% AdvertisingExpense 10-K Feb 26, 2026
FY2023 Dec 31, 2023 $131M +24.1% $5.8B 2.2% AdvertisingExpense 10-K Feb 26, 2026
FY2022 Dec 31, 2022 $106M -1.9% $5.8B 1.8% AdvertisingExpense 10-K Feb 26, 2025
FY2021 Dec 31, 2021 $108M -20.1% $5.3B 2.0% AdvertisingExpense 10-K Feb 23, 2024
FY2020 Dec 31, 2020 $135M -21.5% $4.1B 3.3% AdvertisingExpense 10-K Feb 24, 2023
FY2019 Dec 31, 2019 $171M +18.8% $5.4B 3.2% AdvertisingExpense 10-K Feb 25, 2022
FY2018 Dec 31, 2018 $144M +6.5% $5.7B 2.5% AdvertisingExpense 10-K Feb 23, 2021
FY2017 Dec 31, 2017 $136M -1.4% $5.6B 2.4% AdvertisingExpense 10-K Feb 19, 2020
FY2016 Dec 31, 2016 $137M +14.7% $6B 2.3% AdvertisingExpense 10-K Feb 28, 2019
FY2015 Dec 31, 2015 $120M +11.5% $6B 2.0% AdvertisingExpense 10-K Feb 21, 2018
FY2014 Dec 31, 2014 $107M +18.4% $6.2B 1.7% AdvertisingExpense 10-K Feb 21, 2017
FY2013 Dec 31, 2013 $90.7M +12.4% $5.9B 1.5% AdvertisingExpense 10-K Feb 18, 2016
FY2012 Dec 31, 2012 $80.7M -1.9% $5.6B 1.4% AdvertisingExpense 10-K Feb 19, 2015
FY2011 Dec 31, 2011 $82.3M +8.6% $5.3B 1.5% AdvertisingExpense 10-K Feb 20, 2014
FY2010 Dec 31, 2010 $75.8M -5.5% $4.9B 1.6% AdvertisingExpense 10-K Feb 22, 2013
FY2009 Dec 31, 2009 $80.2M -10.1% $4.8B 1.7% AdvertisingExpense 10-K Feb 23, 2012
FY2008 Dec 31, 2008 $89.2M n/a $6B 1.5% AdvertisingExpense 10-K Feb 24, 2011

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Harley-Davidson in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
230 Align Technology $189M 4.7% +2.0% FY2025
231 Lemonade $187M 25.4% +54.2% FY2025
232 Harley-Davidson $185M 4.1% +35.1% FY2025
233 CarGurus $183M 20.2% +13.9% FY2025
234 Workday $181M 1.9% -11.3% FY2026
235 Darden Restaurants $180M 1.4% +6.2% FY2026
236 J.M. Smucker $179M 2.0% -0.9% FY2026

Full ranking of 336 companies · Biggest increases #39

Questions

How much does Harley-Davidson spend on advertising?

Harley-Davidson spent $185M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.

What percentage of revenue does Harley-Davidson spend on advertising?

4.1% of revenue in fiscal 2025 ($185M of $4.5B). The median across the 336 companies tracked is 5.2%.

Is Harley-Davidson spending more on advertising?

Yes. Ad spend rose 35.1% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Harley-Davidson rank by advertising spend?

#232 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Harley-Davidson's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 26, 2026
Accession number
0000793952-26-000011
Company
HARLEY-DAVIDSON, INC., CIK 793952, SIC 3751 (Motorcycles, Bicycles & Parts)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Harley-Davidson advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/harley-davidson/advertising-spend/
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CSV, all years · CSV, all 336 companies