Kaulig Racing NASCAR Truck Series is set to welcome a new driver in an unprecedented way, as UFC CEO Dana White will lead a televised competition to pick the team’s final driver for the 2026 season. The eight-episode series, “Race For The Seat,” features Ram Trucks’ return to NASCAR and will determine which aspiring racer secures the much-coveted seat with Kaulig Racing.
Unique Reality Series Brings Fresh Approach to Driver Selection
Ram is reimagining driver recruitment by launching a reality competition instead of organizing a typical contract-based signing for Kaulig Racing’s final seat. The show, produced by Thrill Sports Productions, features fifteen contenders battling for a full-time ride in the 2026 NASCAR Craftsman Truck Series, steering the new Ram 1500 entry. High-stakes competition and constant camera coverage will push drivers both on and off the track, making it one of the most unconventional processes in modern NASCAR history. This initiative doubles as Ram’s official return, with Kaulig Racing being chosen as its leading factory team within the Truck Series.
Challenging Contenders Across Iconic Circuits and Off-Track Assessments
“Race For The Seat” follows 15 drivers as they compete fiercely for the sole open spot in Kaulig Racing’s lineup of five trucks. Over the course of eight episodes, contestants are subjected to a series of head-to-head challenges at elite venues such as Virginia International Raceway and South Boston Speedway. Evaluation criteria surpass just track performance—cameras also capture moments away from the racing surface, as teams weigh each driver’s attitude, focus, personality, and work ethic alongside lap times.
The winning driver will join an already impressive roster that includes Brenden “Butterbean” Queen, Daniel Dye, and Justin Haley. The final opening had been listed as a Free Agent slot until Ram announced this engaging reality format would be used for selection.
Direct Involvement from Dana White, Ram Leadership, and Racing Executives
The series, hosted by actor Jacob Lofland, includes key figures from Ram, Kaulig Racing, and the UFC. As executive producer, Dana White will serve as one of the main judges and provide expert feedback throughout the series, joined by Ram CEO Tim Kuniskis and Kaulig Racing owner Matt Kaulig. Their insight and commentary will shape the competition and influence the drivers’ prospects, bringing intensity and experience to the selection process.
“Ram is an iconic American brand, and I’m excited to partner up with them for their new reality series, Race for the Seat,”
Dana White said.
“This reality show is all about finding up-and-coming drivers and giving them a massive platform. The best always rise to the top in this type of competition. We are going to find the next generation of superstars for the NASCAR truck series.”
– Dana White, UFC CEO
Tim Kuniskis, leading Ram’s NASCAR vision, said:
“We promised Ram would approach NASCAR differently, and Race For The Seat is proof,”
Tim Kuniskis said.
“Sometimes raw talent isn’t enough. Many successful careers start with an opportunity, a lucky break, or in my case, a good old-fashioned kick in the ass.”
– Tim Kuniskis, Ram CEO
On having Dana White on board, Kuniskis added:
“There’s no one better at building champions than Dana White, which puts this show ‘in the draft’ before it even begins,”
Kuniskis said.
“Among these competitors, talent is a given. What we’re looking for is heart, hustle, attitude, and an insane drive to succeed, someone who lives our ‘Last Tenth’ culture. When a driver rises from a field of 15, it’ll be their shot, their break, and knowing Dana, probably a few kicks that lead to a life-changing moment by the time we get to Daytona.”
– Tim Kuniskis, Ram CEO
Matt Kaulig reflected on the potential impact for emerging racers:
“Race for the Seat is a great opportunity for the next generation of drivers to show what they’ve got,”
Kaulig said.
“Working with RAM to bring this show to life allows us to think differently, push the limits, and give these talented drivers a platform they wouldn’t normally have. I can’t wait to see who earns the seat and joins us on the track.”
– Matt Kaulig, Kaulig Racing Owner
Impact on NASCAR and the Broader Racing Landscape
In confirming Kaulig Racing as its anchor factory team, Ram solidifies a major return to the NASCAR Craftsman Truck Series with five full-time entries, viewing the platform as essential for advancing its larger NASCAR objectives. With the driver’s seat going to a winner chosen on national television, Ram is setting a new standard for how manufacturers may scout, develop, and market new talent.
This fusion of reality television and competitive driver assessment provides a rare insight into the high-pressure demands of motorsports, while offering fans unprecedented access to the decision-making behind a top team. It could very well inspire other manufacturers, teams, and even sponsors to adopt similarly creative ways of engaging talent and fans. For Kaulig Racing, Dana White, and the competitors, “Race For The Seat” marks a transformative experiment at the crossroads of sports entertainment and high-stakes racing, with its outcome likely to influence future driver selection in NASCAR and beyond.
