by The automaker Ram is taking a bold step into the world of entertainment by launching a new reality show called Race For The Seat. The grand prize for the winner will be a spot as a driver for the Kaulig Racing team to compete in the NASCAR Craftsman Truck Series in 2026. The project involves Ram CEO Tim Kuniskis and UFC’s Dana White.
Competition Format and Participants
Fifteen participants will compete against each other for the right to get behind the wheel of a racing pickup truck. The contestants will face off on various tracks, including Virginia International Raceway and South Boston Speedway. According to the promo video, a variety of cars will be used for the competitions, and the participants themselves are predominantly young people.
Although details of the show are still being revealed cautiously, the organizers promise that viewers will see the lives of the drivers from the inside, their triumphs and failures, and will feel the strong determination needed to advance in the world of motorsport.
Star Guests and Backstage
The show will feature special guests, as well as behind-the-scenes commentary from Ram CEO Tim Kuniskis and Kaulig Racing team owner Matt Kaulig. This is meant to give fans a unique look at the business, strategy, and emotions in racing.
Speaking at a media event in Detroit last month, Kuniskis compared the show to the famous reality series The Ultimate Fighter. This is logical, as UFC CEO Dana White is an executive producer of the project and will also appear on air.
Media Partnerships and Broadcast
The connections between the companies run deeper: Ram recently signed a multi-year deal with TKO Group Holdings, the parent company of WWE, UFC, and PBR. Kuniskis noted that UFC has dedicated fans, and the move to the Paramount+ platform is likely to attract an even larger audience.
As for Race For The Seat itself, the eight-episode series will be hosted by Jacob Lofland, best known for his role as Cooper Norris in the series Landman.
The series premiere will air on the Fox channel on January 25 at 12:00 PM Eastern Time (ET), but the main platform will be YouTube. After the high-profile debut, new episodes will be released online from January 26 to February 6.
Leaders’ Thoughts on the Project
We promised that Ram would approach NASCAR differently — and Race For The Seat is proof of that. Sometimes raw talent is not enough. Many successful careers start with an opportunity, with a lucky break — or, as in my case, with a good kick in the pants
— said Tim Kuniskis.
This reality show is all about finding promising drivers and giving them a huge platform. The best always rise to the top in such competitions
— added Dana White.
The Winner’s Prize
Who exactly will win will only become clear during the show. The prize is the last free driver’s seat in the Kaulig Racing team for 2026. Thus, the winner will compete alongside drivers such as Brenden “Butterbean” Queen, Daniel Dye, and Justin Haley. The fourth seat in the team is reserved for the Ram Free Agent program, where a mysterious driver will be announced shortly before each race.
This project is a vivid example of how the automotive industry is increasingly integrating into the world of mass entertainment and media, seeking new ways to engage audiences. Using the reality show format to find talent in high-tech sports blurs the lines between professional motorsport, television, and digital content. The success of such an initiative could set a trend for other manufacturers looking for unconventional marketing and sporting solutions in an era where capturing the viewer’s attention is becoming increasingly difficult.
