Ram Announces Strategic Partnership with TKO Group
Ram Named Official Truck Partner of WWE, UFC, and PBR
TKO Group, the parent company of WWE and UFC, has just welcomed a new partner in Ram. Read the full press release and see UFC CEO and President Dana White’s comments on X for additional context and details about the agreement.
December 11, 2025, NEW YORK and AUBURN HILLS, Mich. - Ram is proud to announce a dynamic partnership with TKO Group Holdings (NYSE: TKO), that brings together WWE, a global leader in sports entertainment, UFC, the world’s premier mixed martial arts organization, and PBR, the world’s premier bull riding organization. This collaboration unites three of the most electrifying sports and entertainment properties with the strength and durability of Ram Trucks, creating unforgettable experiences for fans across the country.
With this agreement, Ram earns the distinction of becoming the first multi-year auto partner across WWE, UFC, and PBR under TKO ownership. The groundbreaking partnership begins in January 2026, when Ram will be integrated within major live events and premier content across all three brands.
“I’m proud to announce that starting in 2026, Ram is becoming the Official Truck Partner of UFC, PBR and WWE,” said UFC President and CEO Dana White. “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.”
“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,” said Tim Kuniskis, Head of American Brands, SRT Performance, NA Marketing and Retail Strategy. “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, UFC, and PBR, Ram will deliver exclusive fan activations, custom content, and on-site experiences that showcase the bold capability of Ram trucks. From the iconic WWE ring and world-famous UFC Octagon to the PBR bucking chute, Ram will be at the center of the action.
Elements of the partnership include:
Brand Integration at live events, broadcasts, and digital platforms across WWE, UFC, and PBR.
Exclusive Ram-branded content featuring athletes and personalities from all three brands.
Fan engagement opportunities, including VIP experiences and interactive activations at major events.
As the Official Truck Partner of WWE, Ram will maintain a significant presence across Friday Night SmackDown and various Premium Live Events, including WrestleMania® and SummerSlam®, beginning with its first major activation at Royal Rumble® in January 2026, where it will serve as a presenting partner of the PLE.
Similar to WWE, UFC will showcase Ram within its biggest events, with Ram serving as a presenting partner for selected future UFC numbered events as UFC begins its historic broadcast partnership with Paramount in the United States. UFC will also provide Ram with unique, unprecedented access to UFC events and the flexibility to integrate UFC athletes into its marketing efforts to develop once-in-a-lifetime hospitality programs within its dealer network.
In addition, Ram will entitle the PBR RAM Challenger Series and also present the high-energy event openings in PBR’s four major U.S. tours with Ram trucks visible on the dirt.
About TKO Holdings, Inc.
TKO Group Holdings, Inc. (NYSE: TKO) is a premium sports and entertainment company. TKO owns iconic properties including UFC, the world’s premier mixed martial arts organization; WWE, the global leader in sports entertainment; and PBR, the world’s premier bull riding organization. Together, these properties reach 1 billion households across 210 countries and territories and organize more than 500 live events year-round, attracting more than three million fans. TKO also services and partners with major sports rights holders through IMG, an industry-leading global sports marketing agency; and On Location, a global leader in premium experiential hospitality.
About WWE
WWE® is the global leader in sports entertainment. The company creates and delivers original content 52 weeks a year to a global audience. WWE is committed to family-friendly entertainment on its television programming, Premium Live Events, digital media, and publishing platforms. WWE's TV-PG programming can be seen in more than 1 billion households worldwide in more than 20 languages through world-class distribution partners including Netflix, ESPN, NBCUniversal, USA Network and The CW. WWE is part of TKO Group Holdings (NYSE: TKO). Additional information on WWE can be found at wwe.com and corporate.wwe.com.
About UFC®
UFC® is the world's premier mixed martial arts organization (MMA), with more than 700 million fans and approximately 330 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world while distributing programming to more than 950 million broadcast and digital households across more than 210 countries and territories. UFC's athlete roster features the world's best MMA athletes representing more than 75 countries. The organization's digital offerings include UFC FIGHT PASS®, one of the world's leading streaming services for combat sports. UFC is part of TKO Group Holdings (NYSE: TKO) and is headquartered in Las Vegas, Nevada. For more information, visit UFC.com and follow UFC at Facebook.com/UFC and @UFC on X, Snapchat, Instagram, and TikTok: @UFC.
About PBR (Professional Bull Riders)
PBR is the world’s premier bull riding organization. More than 800 bull riders compete in more than 200 events annually across the televised PBR Unleash The Beast tour (UTB), which features the top bull riders in the world; the PBR Pendleton Whisky Velocity Tour (PWVT); the PBR Touring Pro Division (TPD); and the PBR’s international circuits in Australia, Brazil, and Canada. In 2022, the organization launched PBR Teams—10 teams of the world’s best bull riders competing for a new championship—as well as the PBR Challenger Series with more than 60 annual events nationwide. PBR events are broadcast on CBS Television Network and Paramount+. PBR is a part of TKO Group Holdings (NYSE: TKO). For more information, visit PBR.com, or follow on Facebook at Facebook.com/PBR, X at X.com/PBR, Instagram at Instagram.com/PBR and YouTube at YouTube.com/PBR.
