“Dynamic Partnership’: WWE, UFC, PBR Drive Home Multi-Platform Ram Truck Deal
Thursday, December 11, 2025 at 03:56PM By Barry Janoff
December 11, 2025: Calling it “a dynamic partnership,” TKO Group Holdings has signed a deal naming Stellantis’ Dodge Ram the first “official truck partner” of UFC, PBR and WWE, beginning in 2026.
Financial terms of the multi-year pact were not shared.
According to TKO, “With this agreement, Ram earns the distinction of becoming the first multi-year auto partner across WWE, UFC and PBR under TKO ownership.”
The partnership begins in January 2026, when Ram will be integrated within major live events and premier content across all three brands.
"I'm proud to announce that starting in 2026, Ram is becoming the official truck partner of UFC, PBR and WWE," Dana White, UFC president and CEO, said via TKO. “I can tell you from personal experience that these guys are working on some bad-ass trucks going into 2026.
"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."
As the official truck partner of WWE, UFC and PBR, Ram will have “exclusive fan activations, custom content and on-site experiences that showcase the bold capability of Ram trucks.”
They include brand integration at live events, broadcasts and digital platforms across WWE, UFC and PBR; exclusive Ram-branded content featuring athletes and personalities from all three brands; and engagement opportunities, including VIP experiences and interactive activations at major events
As the official truck partner of WWE, Ram will maintain a significant presence across Friday Night SmackDown and various premium live events, including WrestleMania and SummerSlam, beginning with its first major activation at the Royal Rumble in January, where it will serve as the presenting partner.
UFC will showcase Ram within its biggest events, with Ram serving as a presenting partner for selected future UFC numbered events as UFC begins its historic broadcast partnership with Paramount in the U.S..
UFC will also provide Ram with “unique, unprecedented access to UFC events and the flexibility to integrate UFC athletes into its marketing efforts to develop once-in-a-lifetime hospitality programs within its dealer network.”
In addition, Ram will entitle the PBR Ram Challenger Series and also present high-energy event openings in PBR's four major U.S. tours with Ram trucks visible on the dirt.
“I can tell you from personal experience that these guysare working on some bad-ass trucks going into 2026,” Tim Kuniskis, Stellantis head of American brands, SRT Performance, North America marketing and retail strategy, said via the company.
"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."
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