If you couldn’t tell from the Dana White voiceover in the Ram Trucks commercials we’ve seen during football and the shirt he was wearing Saturday, Ram Trucks announced a partnership with TKO across its 3 properties, UFC, WWE and PBR.
Ram will be the auto partner for TKO’s three properties. The deal officially begins in January 2026.
As with most other partners, there will be fan activations, custom content and on-site experiences with Ram trucks. Ram signage will be visible in the WWE ring, UFC Octagon and PBR bucking chute per the TKO press release.
Ram will be the presenting partner for “selected future UFC numbered events.”
Payout Perspective:
This will be the first auto partner for the UFC, which still has several big categories it could fill in the future. But this deal could be seen coming with White a part of Ram Trucks commercials. Certainly, the demo for purchasing trucks would fit the UFC and PBR fans.
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