Ram is taking center stage in American sports and entertainment with a bold new move. The truck brand has officially announced a sweeping, multi-year partnership with TKO Group Holdings, making Ram the official truck partner of WWE, UFC, and PBR beginning January 2026. It marks the first time an automotive brand has secured a unified sponsorship across all three organizations under TKO ownership—an unprecedented alignment of power, performance, and fan energy.
This deal doesn’t just put Ram logos on screens. It brings the brand directly into the heart of some of the most high-intensity live events in the world. We’re talking WWE’s giant stadium shows like WrestleMania, the bone-rattling drama of the UFC Octagon, and the raw grit of PBR’s toughest bull riders. If there was ever a natural fit for a brand built on strength, durability, and attitude, this is it.
UFC President and CEO Dana White said it best:
“I’m proud to announce that starting in 2026, Ram is becoming the official truck partner of UFC, PBR and WWE. 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.”
For Ram, the partnership is just as much about connecting with millions of fans as it is about showcasing trucks that embody the same hard-charging mindset these athletes bring to their arenas. Ram CEO Tim Kuniskis—reinforced the alignment of values:
“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. 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.”
What Fans Can Expect –
Ram’s presence won’t be subtle. Starting early next year, the brand will be integrated across broadcasts, digital platforms, and in-arena experiences. At WWE events, fans will see Ram featured prominently during Friday Night SmackDown episodes and premium live events, kicking off with the Royal Rumble in January, where Ram steps in as presenting partner.
UFC’s rollout will follow a similar strategy. Ram will have a major presence at selected UFC-numbered events as the organization launches its new broadcast partnership with Paramount. Beyond branding, UFC is giving Ram deep access to athletes for marketing content, dealer-network experiences, and high-end hospitality opportunities that money usually can’t buy.
Over in the world of bull riding, Ram will put its name on the PBR RAM Challenger Series and take center stage during the high-energy openings of PBR’s four major U.S. tours—complete with Ram trucks showcased right on the dirt. Ram already has a massive presence in the rodeo scene in Brazil, so it makes sense with this move.
A Massive Stage For A Massive Brand –
TKO’s combined portfolio reaches more than a billion households across 210 countries and territories. Their properties host more than 500 live events every year, drawing more than three million in-person attendees. For Ram, that’s an enormous platform to reinforce the identity of a brand built on toughness and capability.
Fans can expect:
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Exclusive Ram-themed content starring WWE, UFC, and PBR athletes
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On-site interactive displays and VIP experiences
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Branding across arenas, broadcasts, social platforms, and special events
As Ram charges into 2026 with new products and momentum, this partnership positions the brand squarely in front of some of the most passionate fan bases in America. It’s a strategic alignment that feels natural—and for Ram, it’s another step toward strengthening its identity as the truck for people who live life full-throttle.
This is Ram stepping into the ring, the Octagon, and the chute—all at once. And it’s only the beginning.
