Dana White Joins Ram and Kaulig Racing for Innovative NASCAR Reality Series
DAYTONA BEACH, Fla. — In a groundbreaking move blending motorsports and reality television, Dana White, the CEO of the Ultimate Fighting Championship (UFC), has partnered with Ram and Kaulig Racing to launch “Race For The Seat,” a new reality competition series aimed at discovering fresh talent for the NASCAR Craftsman Truck Series. The show will feature 15 drivers competing for a coveted spot on Kaulig Racing’s Ram 1500 truck team for the 2026 season.
The series, produced in collaboration with Thrill Sports Productions, will span eight episodes showcasing the drivers’ skills on some of NASCAR’s iconic circuits, including Virginia International Raceway and South Boston Speedway. Beyond the racetrack, contestants will also be tested on their adaptability and resilience, providing viewers with an unfiltered look at what it takes to secure a place in professional stock car racing.
Ram’s return to the NASCAR Truck Series is marked by a commitment to innovation and talent development. Tim Kuniskis, CEO of Ram, emphasized the brand’s fresh approach to the sport, stating, “We promised Ram would approach NASCAR differently — and ‘Race For The Seat’ is proof. Sometimes raw talent isn’t enough. Many successful careers start with an opportunity, a lucky break — or in my case, a good old-fashioned kick in the a–.”
Kaulig Racing owner Matt Kaulig expressed enthusiasm about the show’s potential to elevate emerging drivers. “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 earns the seat and joins us on the track,” Kaulig said.
Dana White, no stranger to competition reality series through UFC’s acclaimed “The Ultimate Fighter,” is excited to bring his expertise to NASCAR. “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,” White said.
The show promises a transparent and candid portrayal of the selection process, with White, Kuniskis, and Kaulig providing behind-the-scenes commentary. Fans will gain insight into the qualities that racing team owners seek in drivers — from raw speed and racecraft to mental toughness and professionalism.
As Ram re-enters the NASCAR scene, this partnership with Kaulig Racing and Dana White marks a novel approach to driver recruitment, blending the excitement of motorsports with the drama and accessibility of reality television. The winner will not only secure a seat on a competitive team but also become part of a growing narrative that aims to diversify and energize the sport.
For more information on NASCAR’s official events and regulations, visit the NASCAR official site. Details about Ram’s motorsports initiatives can be found at the FCA US Media portal. To learn more about Kaulig Racing’s history and driver development programs, see their official website. Dana White’s UFC background and related reality programming are detailed at the UFC’s official site.
“Race For The Seat” is set to debut in early 2026, promising a fresh and compelling chapter in NASCAR’s ongoing evolution.
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