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Ram Trucks Roars Back to NASCAR with Reality Show
12 Feb
Summary
- Ram returns to NASCAR's Truck Series after a decade-long hiatus.
- A reality competition show, 'Race for the Seat,' selected drivers.
- UFC's Dana White partners with Ram for its NASCAR re-entry.
Ram is re-entering NASCAR's Truck Series, its first involvement since 2012, aiming to compete for wins and explore a potential return to the Cup Series. The brand's comeback is also characterized by a unique marketing strategy, including an eight-episode reality competition series titled 'Race for the Seat.' This show saw fifteen drivers competing for a place on the Kaulig Racing team, Ram's anchor partner for the season.
Further amplifying its return, Ram has partnered with TKO Group, the parent company of UFC, WWE, and PBR. UFC President Dana White, drawing parallels to the success of 'The Ultimate Fighter,' saw the potential in applying a similar reality show format to NASCAR. The YouTube series has garnered substantial viewership, with each of the first three episodes exceeding 400,000 views. Tony Stewart, a NASCAR Hall of Famer, will also make a spot start as part of Ram's free-agent program, acknowledging the significant challenge of establishing competitiveness.
Ram's reentry into the Truck Series marks the first new manufacturer in NASCAR's national level since 2007. New rules guarantee a starting spot for the first three races if trucks fail to qualify on speed. This partnership represents Kaulig Racing's debut in the Truck Series, expanding its NASCAR ownership portfolio. Ram has expressed intentions to eventually compete in the Cup Series.
