TKO Group, the multisport business giant, has secured US truck brand Ram as a sponsor across its trio of sports properties – professional wrestling promotion WWE, the UFC mixed martial arts organization, and the Professional Bull Riders (PBR).
The agreement makes Ram the first multi-year auto partner across WWE, UFC, and PBR under TKO ownership.
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The partnership begins in January 2026, when Ram will be integrated within major live events and premier content across all three brands.
As the official truck partner of WWE, UFC, and PBR, Ram will deliver exclusive fan activations, custom content, and on-site experiences.
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.
The WWE element of the deal will give Ram 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 event.
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By GlobalDataSimilar to WWE, UFC will showcase Ram within its biggest events, with Ram serving as a presenting partner for selected future UFC numbered events as the promotion begins its lucrative broadcast partnership with Paramount in the United States.
UFC will also provide Ram with access to UFC events and the flexibility to integrate UFC athletes into its marketing efforts to develop hospitality programs within its dealer network.
In addition, Ram will entitle the PBR RAM Challenger Series and present the event openings in PBR’s four major US tours with Ram trucks visible on the dirt.
The deal with TKO is the second major sponsorship unveiled by Ram this year, after recently announcing a return to US stock car racing series Nascar in 2026.
Following a 13-year absence from Nascar competition, the brand will be joining the Craftsman Truck Series competition from next year.
