But the show has gone on, and so the major brands have worked to balance meeting contractual agreements with following public health advice.
Like Coca-Cola, Harley-Davidson has a long-term sponsorship agreement with Sturgis. A spokesperson said the motorcycle maker's events have centered around socially-distanced riding. "We will be focusing our support in ways that are consistent with our health and safety goals instead of large consumer activations," she wrote in an email.
Jack Daniel's took a similar stance, nixing its planned public events. "Jack Daniel's events in the COVID-19 era require a level of thoughtful conservatism and a process to follow to ensure personnel, consumers and business partners are safe and healthy," a spokesperson told Business Insider.
Let's just all stay in our homes, order Amazon and door dash, never goto work and complain that the government doesn't send us $5000 a month to live. There's a virus out there and we can never ever ever ever go back to normal Ever.
Wow, big business being hypocritical in order to make more money... Capitalism
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