- Ram is launching a new reality series called Race For The Seat.
- Winner gets to drive in the NASCAR Craftsman Truck Series.
- Ram and UFC CEOs Tim Kuniskis and Dana White are involved.
Ram isn’t afraid to mix things up, but they’re venturing into uncharted territory with a new reality series called Race For The Seat. It will pit 15 contestants against one another as they compete to secure a spot in the driver’s seat of the race truck that will compete in the 2026 NASCAR Craftsman Truck Series.
As part of the effort to become a member of the Kaulig Racing team, contestants will go head-to-head on a variety of tracks including Virginia International Raceway and the South Boston Speedway. A promo video shows an assortment of different vehicles will be used and competitors skew young.
More: Ram Returns To NASCAR And Previews Their Race Truck With A New Concept
While Ram hasn’t released too many specifics, they’ve promised that “viewers will get an inside look at the drivers’ lives, their triumphs and setbacks, and the raw determination it takes to rise through the ranks of motorsports.”
There will also be special guests as well as “behind-the-scenes commentary” from Ram CEO Tim Kuniskis as well as Kaulig Racing owner Matt Kaulig. This promises to give fans a “rare look at the business, strategy, and heart of racing.”
Speaking at a media event in Detroit last month, Kuniskis described the show as similar to The Ultimate Fighter. That’s fitting as UFC CEO Dana White is serving as an executive producer and will appear on the series.
The connections don’t end there as Ram recently entered into a multi-year deal with TKO Group Holdings, which is the parent company of WWE, UFC, and PBR. Kuniskis noted UFC has diehard fans and said their move to Paramount+ will likely draw even more viewers.
Getting back to Race For The Seat, the eight-episode series will be hosted by Jacob Lofland, who is probably best-known for playing Cooper Norris on Landman.
The series will premiere on Fox on January 25 at 12pm ET, but it’s primarily a YouTube show. Following its high-profile debut, new episodes will be released online from January 26 through February 6.
In a statement, Kuniskis said “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 ass.”
His sentiments were echoed by White, who stated “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.”
While the winner remains to be seen, they’ll be rewarded with the final racing seat for 2026. As a result, they’ll be competing alongside Brenden “Butterbean” Queen, Daniel Dye, and Justin Haley. The fourth seat is reserved for Ram’s Free Agent program, which will see a mystery driver announced shortly before each race.
