It was a memorable moment for NASCAR when Ram announced its re-entry in the sport last year. The automaker’s entry also marked the introduction of a fourth name, joining Chevy, Ford, and Toyota, which had long dominated the market.
Although Stellantis, the parent company of Ram, plans to return to all three NASCAR divisions, it will initially start the venture with the Truck Series.
Dana White Joins Ram as ‘Race For The Seat’ Reality Series Targets Next NASCAR Star
Along with this, the company has also announced a showdown racing series, where drivers will compete for the big prize, and UFC CEO Dana White has agreed to be part of the initiative. Ram, who is all set to enter the NASCAR Craftsman Truck Series, is doing so with Kaulig Racing. Under their partnership, they will run a total of five Ram 1500s in the league.
Now, among these, three spots are occupied by Brenden ‘Butterbean’ Queen, Daniel Dye, and Justin Haley. One was reserved for a free agent, while the last one was up for grabs. Instead of simply granting or offering the spot directly to a driver, Ram came up with a better idea.
The carmaker announced ‘Race For The Seat,’ a reality racing series, in association with Thrill Sports Productions. The show will include several racetracks, including the famous Virginia International Raceway and South Boston Speedway.
According to Ram’s plan, 15 participants will compete in the show, which will span eight episodes, and the winner will have the opportunity to drive the fifth Ram 1500 in the Truck series. Besides, it would also shed light on the raw emotions that go behind the scenes in the life of an aspiring driver.
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White, who was excited to be a part of the venture, shared her thoughts after the announcement and said, “Ram is an iconic American brand, and I’m excited to partner up with them for their new reality series, Race for the Seat.”
The UFC boss then explained the purpose of the show and highlighted how, through the initiative, they would find the next star driver. White added:
“This reality show is all about finding up-and-coming drivers and giving them a massive platform. The best always rise to the top in this type of competition. We are going to find the next generation of superstars for the NASCAR truck series,” added White.”
Ram is launching Race For The Seat, a bold new reality competition series that gives 15 aspiring drivers the chance of a lifetime: to earn a spot in one of five Ram 1500 race trucks on the Kaulig Racing team for the 2026 season.https://t.co/n1b1ghDwC8
— Jayski (@jayski) January 9, 2026
He will serve as an “unfiltered” commentator in the venue alongside Kaulig Racing boss Matt Kaulig and Ram CEO Tim Kuniskis. Kuniskis also commented on the show, praising White for her achievements. He said:
“There’s no one better at building champions than Dana White, which puts this show ‘in the draft’ before it even begins. Among these competitors, talent is a given. What we’re looking for is heart, hustle, attitude, and an insane drive to succeed – someone who lives our ‘Last Tenth’ culture. When a driver rises from a field of 15, it’ll be their shot, their break – and knowing Dana, probably a few kicks – that lead to a life-changing moment by the time we get to Daytona.”
With more than a handful of drivers competing for a shot to drive in NASCAR, and the panel of three iconic commentators, the show will certainly be entertaining, to say the least. The premiere of the series will air on FOX on January 25. The successive episodes will be released on Ram’s YouTube channel and will be accessible for free.