NASCAR manufacturer makes deal with Dana White and – Sports News
Dana White’s affect on sports activities leisure has prolonged into NASCAR’s world by a main partnership between a main manufacturer and TKO Group Holdings, the $38 billion powerhouse behind UFC, WWE and PBR.
White‘s deal, foreshadowing the transfer by carrying a particular shirt final month, marks a important shift in sports activities advertising and automotive sponsorship and arrives at a pivotal second for the NASCAR Craftsman Truck Series as Ram Trucks prepares to return to competitors in 2026.
Ram’s return to NASCAR, its first because the Dodge model left the game after the 2012 season, has already been producing buzz, with the manufacturer slated to compete within the Truck Series with Kaulig Racing fielding a number of Ram 1500 entries subsequent yr.
But the latest multi-year sponsorship deal with TKO Group Holdings elevates Ram’s sports activities strategy far past racing alone, connecting it with some of probably the most broadly watched reside leisure properties on the planet.
Under the settlement, Ram Trucks will develop into the official truck accomplice of WWE, UFC and Professional Bull Riders (PBR) starting in January 2026.
That designation offers the model unprecedented visibility throughout a number of main platforms, integrating Ram autos into reside occasions, broadcasted spectacles, digital content material and fan experiences throughout all three properties.
White, President and CEO of UFC and a main determine within TKO Group, framed the partnership as a natural alignment between high-performance athletics and a truck model constructed on power and functionality.
“I’m proud to announce that starting in 2026, Ram is becoming the Official Truck Partner of UFC, PBR and WWE,” White mentioned in a assertion. “We are talking about three of the biggest sports and entertainment companies in the world teaming up with one of the baddest truck companies in the country. I love the direction Ram is headed in 2026, and I’m very happy to be in business with them.”
Ram will seem all through broadcasts and reside occasions, with its vehicles woven into content material that includes UFC fighters, WWE stars and PBR athletes reasonably than restricted to conventional brand placement.
The model is predicted to have a seen presence at main WWE Premium Live Events, together with the Royal Rumble in January 2026, alongside with choose UFC pay-per-view playing cards subsequent yr.
By exhibiting up inside WWE arenas, UFC octagons and PBR chutes earlier than bringing that publicity back to NASCAR, Ram is signaling a broader shift in how automakers use sports activities partnerships to construct relevance past the racetrack.
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