Ram, the American pickup truck brand owned by Stellantis, has signed a strategic multi-property partnership with TKO Group Holdings that will place the truckmaker across WWE, UFC, and PBR programming from 2026.
The deal positions Ram as the official truck partner for all three properties and anchors the brand inside an ecosystem built on strength, toughness, and high performance.
Beginning in January 2026, Ram will receive comprehensive visibility across the TKO portfolio. The agreement includes arena signage, broadcast integrations, digital and social content, on-site vehicle showcases, and talent-driven storytelling featuring WWE Superstars, UFC fighters, and PBR riders. The structure gives Ram direct access to some of the most loyal and high-frequency fan bases in global sport.
UFC President and CEO Dana White said, “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.”
Tim Kuniskis, Head of American Brands, SRT Performance, NA Marketing and Retail Strateg, added, “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.”
As the official truck partner of WWE, Ram will be fully integrated across Friday Night SmackDown and premium live events such as WrestleMania and SummerSlam. The first major activation will take place at the Royal Rumble in January 2026, where Ram will serve as the presenting partner.
UFC will feature Ram across its biggest events, including select numbered cards as the presenting partner. With UFC entering its new broadcast partnership with Paramount in the United States, Ram will benefit from a refreshed media environment and high-impact promotional windows. UFC will also open athlete access and premium hospitality experiences for Ram to activate through its dealer network.
In PBR, the brand will take title rights for the PBR Ram Challenger Series. Ram will also present the high-energy event openings across PBR’s four major U.S. tours, with Ram trucks featured directly on the dirt in-arena.
The agreement reflects TKO’s commercial strategy of constructing unified, cross-property sponsorships rather than isolated deals. WWE delivers weekly programming and monthly premium live events, UFC runs an expansive global fight calendar, and PBR continues to perform as one of the strongest indoor ticket sellers in the United States. Together, the three properties reach more than one billion social followers and provide premium broadcast inventory across multiple platforms.
The timing of the partnership arrives as TKO’s properties continue to gain momentum. WWE recently completed its biggest live event year on record, strengthening its domestic and international footprint. UFC continues to expand through international broadcast growth and its Performance Institute network. PBR’s Unleash The Beast tour maintains strong live attendance and sponsor demand.
Ram’s activations will officially begin in 2026 when the brand assumes its full designation as the official truck partner for all three sports. The partnership places Ram inside high-energy environments that match the brand’s positioning and gives TKO another anchor sponsor across its expanding portfolio.
Upcoming programming across WWE, UFC, and PBR will set the stage for Ram’s rollout, providing consistent opportunities to reinforce the brand among audiences who identify closely with toughness, resilience, and performance.
