Ram has announced a major new multi-year partnership with TKO Group Holdings. This partnership will make the truck brand the Official Truck Partner of WWE, UFC, and PBR (Professional Bull Riders), starting in January 2026. The agreement connects Ram with three of the most recognizable sports and entertainment properties in the world, marking the first time a single automaker has partnered across all three under TKO ownership.
The partnership will integrate Ram trucks into live events, broadcasts, and digital content across WWE, UFC, and PBR. Fans can expect to see Ram prominently featured in iconic settings like the WWE ring, the UFC Octagon, and the PBR dirt arena, reinforcing the brand’s focus on strength, durability, and performance.
“I’m proud to announce that starting in 2026, Ram is becoming the Official Truck Partner of UFC, PBR and WWE,” said Dana White, UFC President and CEO. “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.”
According to Ram, the partnership is designed to connect the brand with millions of highly engaged fans who value toughness, grit, and performance. Tim Kuniskis, Head of American Brands at Stellantis, emphasized that shared mindset.
“Ram is built for those who push for the last tenth, and that’s exactly what WWE Superstars and UFC and PBR athletes do every day,” Kuniskis said. “Our partnership with TKO allows us to connect with millions of passionate fans and celebrate the grit, power, and determination that define both Ram and these iconic sports.”
As part of the agreement, Ram will roll out exclusive fan activations, custom content, and VIP experiences at major events. WWE will feature Ram across Friday Night SmackDown and Premium Live Events such as WrestleMania and SummerSlam, beginning with Royal Rumble in January 2026, where Ram will serve as a presenting partner. UFC will showcase Ram during select numbered events, while also offering the brand unique access to fighters and behind-the-scenes opportunities. These elements will support Ram’s marketing efforts and dealer-based hospitality programs. In PBR, Ram will entitle the RAM Challenger Series and present event openings across PBR’s four major U.S. tours, with Ram trucks visible directly on the dirt.
The partnership supports Ram’s broader strategy as it continues to expand its lineup of light-duty, heavy-duty, off-road, and commercial vehicles. With products like the Ram Heavy Duty, Ram 1500 RHO, Power Wagon, and ProMaster van, Ram is positioning itself at the intersection of performance, capability, and lifestyle—now amplified by one of the most far-reaching sports and entertainment partnerships in the automotive industry.
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