Dana White Partners with Ram and Kaulig Racing for Unique NASCAR Show


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As Ram returns to the NASCAR Craftsman Truck Series this year with the Kaulig Racing team, they are filling out one of their five trucks in a one-of-a-kind way.

And they’re getting help from UFC CEO Dana White to do it.

In partnership with Thrill Sports Productions, Ram is launching “Race For The Seat,” a new reality competition series featuring 15 aspiring drivers to win the opportunity of a lifetime: earning a spot in Ram 1500 racing trucks on the Kaulig Racing team for the 2026 season.

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Dana White walks with Matt Kaulig for the series “Race For The Seat” (Kaulig Racing)

Racing fans will see eight action-packed episodes where contestants will not only battle it out on iconic tracks, including Virginia International Raceway and South Boston Speedway, but also show off their skills on them.

“Ram is an iconic American brand and I am excited to partner with them for their new reality series. Race for the seat”, White said in an official statement. “This reality show is about finding up-and-coming drivers and giving them a massive platform. The best always come to the top in this type of competition. We’re going to find the next generation of superstars for the NASCAR Truck Series.”

White knows a thing or two about competition reality shows, with UFC’s “The Ultimate Fighter” being a huge hit in the world of mixed martial arts.

KAULIG RACING AND RAM PRESENT UNIQUE FREE AGENT PROGRAM FOR 2026 NASCAR TRUCK SERIES

And just like that show, White, Ram CEO Tim Kuniskis and Kaulig Racing team owner Matt Kaulig will be as upfront as possible with their behind-the-scenes commentary. It will be a real look at what it takes for a driver to build a team, as well as the owner’s perspective on what to look for in the perfect driver.

Race for the seat “It’s a great opportunity for the next generation of drivers to show what they’ve got,” Kaulig said in a statement. “Working with Ram to bring this show to life allows us to think differently, push the limits and give these talented drivers a platform they wouldn’t normally have.” “I can’t wait to see who wins the seat and joins us on the track.”

Kuniskis added: “We promised Ram would approach NASCAR differently, and Race for the seat It’s proof. Sometimes raw talent isn’t enough. “Many successful careers begin with an opportunity, a stroke of luck or, in my case, a good old-fashioned kick in the butt.”

Dana White walks with Matt Kaulig for the series “Race For The Seat” (Kaulig Racing)

The winner of the reality show will be the fifth and final driver for the Kaulig Racing team, which already has Brenden “Butterbean” Queen, Daniel Dye and Justin Haley on board for 2026.

The fourth driver is also an innovative idea, and in November 2025 it was announced that there would be a one-time free agent program for Kaulig Racing’s No. 25 Ram truck to allow “the flexibility to attract talent and keep fans on their toes.”

There will be a mix of drivers from various automotive backgrounds looking to make their mark on both the Free Agent Program and the reality series.

The show will premiere in the US on FOX on January 25 at 12 pm ET, and new episodes will stream for free worldwide on Ram’s official YouTube channel for the show from January 26 to February 26. 6.

Ram announced in August 2025 that Kaulig Racing would be its factory anchor team in its long-awaited return to NASCAR.

15 aspiring Kaulig Racing drivers for “Race For The Seat” pose alongside Dana White, Tim Kuniskis and Matt Kaulig (Kaulig Racing)

Kaulig told Pak Gazette Digital in August, when the partnership with Ram was announced, that it was “a union of shared values.” He said his role as team owner revolves around thinking differently than others in NASCAR while helping Ram reestablish himself in the sport.

“Joining forces now as the anchor team for Ram’s return to NASCAR is both an honor and a responsibility,” Kaulig said at the time. “Together, we are ready to set a new standard on race day and in the impact we make off the track.”

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