The wrestling and combat sports world just got a serious horsepower upgrade. TKO Group Holdings has secured a game-changing partnership with Ram trucks that will rev up the presentation of WWE, UFC, and Professional Bull Riders events beginning in 2026. This isn’t just another corporate handshake – it’s a multi-year commitment that promises to integrate Ram’s heavy-duty brand presence across some of the biggest stages in sports entertainment.
The Power Behind the Partnership
Since TKO Group formed through the blockbuster WWE-UFC merger in 2023, the company has been flexing its combined muscle in the entertainment marketplace. The addition of Professional Bull Riders to the stable created an even more powerful sports entertainment conglomerate. Now, Ram trucks wants to ride shotgun with all three brands, recognizing the massive audience reach these properties command.
The timing isn’t coincidental. With WWE’s continued global expansion and UFC’s dominance in combat sports, TKO represents one of the most valuable partnerships available in today’s sports entertainment landscape.
WWE Gets the Premium Treatment
Wrestling fans will see Ram’s footprint across WWE’s most prestigious programming. The truck manufacturer will have significant visibility during SmackDown broadcasts and the company’s marquee premium live events. That means WrestleMania and SummerSlam – WWE’s crown jewel shows – will feature prominent Ram integration.
The partnership officially launches with the 2026 Royal Rumble on January 31 in Saudi Arabia, where Ram will serve as a presenting partner. This debut couldn’t be more strategic, as the Rumble traditionally kicks off WWE’s “Road to WrestleMania” season, guaranteeing maximum eyeballs on the new collaboration.
Beyond the Broadcast Booth
Ram isn’t settling for simple commercial spots and logo placements. The deal includes hands-on fan engagement opportunities that will bring the brand directly to WWE’s passionate audience. VIP experiences and interactive activities at special events will give wrestling fans a chance to connect with Ram’s rugged brand identity firsthand.
Additionally, WWE Superstars will participate in exclusive Ram-branded content, creating authentic connections between the company’s larger-than-life personalities and the truck manufacturer’s target demographic.
Executive Enthusiasm Drives the Deal
Ram CEO Tim Kuniskis didn’t mince words about why this partnership makes perfect sense for his brand:
“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. 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.”
UFC President Dana White brought his trademark intensity to the announcement, emphasizing the heavyweight nature of this business alliance:
“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.”
A Strategic Power Play
This partnership represents more than just corporate synergy – it’s a calculated move to dominate the sports entertainment advertising space. Ram gains access to TKO’s combined audience of millions across multiple demographics, from wrestling’s family-friendly appeal to UFC’s younger male viewership and PBR’s rural fanbase.
For TKO, landing a major automotive partner validates the company’s strategy of leveraging its merged properties to attract premium sponsors. The multi-year commitment also provides revenue stability as the company continues expanding its global footprint.
With 2026 still on the horizon, wrestling and MMA fans can expect Ram to become as familiar a presence at their favorite events as the athletes themselves. But will this partnership change how TKO presents its biggest shows, or will Ram simply blend into the existing entertainment spectacle that millions tune in to watch?