Ram is officially charging back into NASCAR — and it’s doing so with the kind of bold, high-stakes storytelling MMA fans know well.
In partnership with Thrill Sports Productions, Ram has announced Race For The Seat, an innovative eight-episode reality competition series that gives 15 aspiring drivers the opportunity of a lifetime: earning a spot with Kaulig Racing behind the wheel of a Ram 1500 in the 2026 NASCAR CRAFTSMAN Truck Series. Adding even more star power, UFC President and CEO Dana White will serve as an Executive Producer, bringing his trademark intensity and eye for raw talent to the motorsports world.
For fight fans, the format will feel instantly familiar.
Much like The Ultimate Fighter, Race For The Seat strips competition down to its core — pressure, personality, performance, and perseverance. Over the course of the series, drivers will battle head-to-head at legendary venues such as Virginia International Raceway and South Boston Speedway, with their careers hanging in the balance each time they strap in.
Hosted by actor Jacob Lofland, the series delivers an unfiltered look into the lives of grassroots racers chasing their dreams. Viewers will witness triumph, heartbreak, and the relentless grind required to climb the motorsports ladder — a journey not unlike the rise of a UFC prospect fighting their way to a contract.
“Ram is an iconic American brand, and I’m excited to partner up with them for their new reality series, Race For The Seat,” said White. “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.”
The series will also feature behind-the-scenes commentary from Ram CEO Tim Kuniskis and Kaulig Racing Team Owner Matt Kaulig, offering fans rare insight into the business, strategy, and culture behind building championship-level teams. Special guest appearances are expected to add drama both on and off the track.
Kuniskis made it clear this isn’t just about lap times.
“We promised Ram would approach NASCAR differently — and Race For The Seat is proof,” Kuniskis said. “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 ass.”
Drawing parallels to combat sports, Kuniskis added that with Dana White involved, the competition already carries a championship pedigree.
“There’s no one better at building champions than Dana White. Among these competitors, talent is a given. What we’re looking for is heart, hustle, attitude, and an insane drive to succeed — someone who lives our ‘Last Tenth’ culture.”
The stakes couldn’t be higher. The winner of Race For The Seat will earn the final spot in Kaulig Racing’s five-truck lineup for the 2026 season, joining confirmed drivers Brenden “Butterbean” Queen, Daniel Dye, and Justin Haley, with one additional seat designated for a free agent.
Kaulig Racing owner Matt Kaulig believes the series will reshape how future drivers are discovered.
“Race For The Seat is a great opportunity for the next generation of drivers to show what they’ve got,” Kaulig said. “Working with Ram allows us to think differently, push the limits, and give these talented drivers a platform they wouldn’t normally have.”
The show also serves as a high-performance showcase for Ram’s next-generation trucks, reinforcing the brand’s reentry into NASCAR as a strategic move to reconnect with its core audience of truck owners and performance enthusiasts. Ram’s return was officially unveiled at Michigan International Speedway in June, signaling a renewed commitment to racing at the highest level.
Race For The Seat will premiere in the United States on FOX on Sunday, January 25, at 12 p.m. ET, with episodes airing globally for free on Ram’s official YouTube channel from January 26 through February 6. Episodes will also be available on FS1 (check local listings).
For MMA fans accustomed to watching fighters grind for contracts, championships, and legacy, Race For The Seat offers a familiar thrill — a different arena, the same unforgiving fight for a future.
