In partnership with Thrill Sports Productions, Ram is launching “Race For The Seat,” a new reality competition series that gives 15 aspiring drivers the chance to earn a spot in one of five Ram 1500 race trucks on the Kaulig Racing Team for the 2026 NASCAR CRAFTSMAN Truck Series season.
Over eight episodes, contestants will go head-to-head on iconic tracks, including Virginia International Raceway and South Boston (Va.) Speedway. 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, company officials stated in a press release.
“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 Dana White, UFC CEO. “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.”
A Different Approach for Finding the One
The series will feature unfiltered, behind-the-scenes commentary from White, Ram CEO Tim Kuniskis and Kaulig Racing Team owner Matt Kaulig, offering fans a rare look at the business, strategy and heart of racing, noted the release. Special guest appearances will add to the drama both on and off the track.
“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,” said Kuniskis.
“There’s no one better at building champions than Dana White, which puts this show ‘in the draft’ before it even begins. 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. When a driver rises from a field of 15, it’ll be their shot, their break—and knowing Dana, probably a few kicks—that lead to a life-changing moment by the time we get to Daytona,” Kuniskis added.
Ram recently announced Kaulig Racing as the anchor factory team for the truck maker’s return to NASCAR, starting with the NASCAR CRAFTSMAN Truck Series in 2026.
“‘Race for the Seat’ is a great opportunity for the next generation of drivers to show what they’ve got,” said Kaulig. “Working with RAM to bring this show to life allows us to think differently, push the limits, and give these talented drivers a platform they wouldn’t normally have. I can’t wait to see who earns the seat and joins us on the track.”
“Race for the Seat” will place the winner in the final seat on Kaulig Racing’s five-truck lineup for 2026:
- Brenden “Butterbean” Queen
- Daniel Dye
- Justin Haley
- Free Agent
- “Race for the Seat”
“Race for the Seat” will premiere in the United States on FOX on Sunday, Jan. 25, at 12 p.m. ET with new episodes airing for free across the globe on RAM’s official YouTube Channel for the show from Jan. 26 through Feb. 6. “Race for the Seat” episodes will also be available on FS1.