In 2023, WWE and UFC united to create TKO Group Holdings, which was later joined by Professional Bull Riders (PBR), forming a powerful sports and entertainment entity. These three organizations have now become official partners of Ram, a well-known American manufacturer of heavy-duty pickup trucks and commercial vehicles.
TKO revealed in a press release on Thursday that Ram has been named the official truck partner for WWE, UFC, and PBR through a multi-year deal starting January 2026. This partnership will integrate Ram with top-tier content and major live events across all three brands.
WWE will prominently feature Ram on “WWE SmackDown” broadcasts and major events like WrestleMania and SummerSlam, with the 2026 Royal Rumble in Saudi Arabia marking the first premium live event where Ram will act as the presenting partner for WWE. The agreement also includes unique fan experiences, such as VIP activities and interactive events at shows, alongside exclusive Ram-branded content involving athletes from WWE, UFC, and PBR.
Tim Kuniskis, CEO of Ram, said the brand aligns with the determination and toughness exemplified by WWE Superstars, UFC fighters, and PBR athletes, emphasizing that the partnership connects with millions of passionate fans. UFC CEO Dana White also expressed enthusiasm about the partnership, praising Ram’s direction and looking forward to collaborating with the company in 2026.
Fan Take: This partnership is a big win for WWE fans, bringing more excitement and exclusive content to the sport through a strong brand alignment. It could elevate the fan experience at live events and increase the visibility of WWE on a larger platform.
