Ram NASCAR Comeback Powered by Stewart, White/ Newslooks/ WASHINGTON/ J. Mansour/ morning Edition/ Ram returns to NASCAR’s Truck Series for the first time since 2012. Tony Stewart will drive at Daytona as part of the comeback. Dana White partners through TKO Group and a reality show.
Ram NASCAR Return – Quick Looks
- Ram re-enters NASCAR national competition
- First new manufacturer since 2007
- Tony Stewart driving at Daytona
- Dana White partners via TKO Group
- “Race for the Seat” reality show launches driver
Deep Look: Tony Stewart and Dana White Drive Ram’s NASCAR Comeback at Daytona
Ram is making a bold return to NASCAR, and it’s doing so with star power, reality TV flair and Hall of Fame credibility.
The truck brand is rejoining NASCAR’s national ranks for the first time since 2012, entering the third-tier Truck Series with backing from NASCAR Hall of Famer Tony Stewart and UFC president Dana White.
Ram will debut Friday night at Daytona International Speedway, marking the first time a new manufacturer has entered NASCAR’s national level since 2007.
Stewart Breaks Retirement for Ram
Stewart, a three-time Cup Series champion, is stepping out of retirement for a one-off Truck Series start at Daytona as part of Ram’s “free-agent” program. While enthusiastic about the return, Stewart cautioned that building a competitive program from scratch will take time and heavy investment.
“Anybody that comes in at this point is going to be at a disadvantage,” Stewart said, emphasizing the scale of manpower and financial commitment required to compete at NASCAR’s highest levels.
Ram’s Truck Series effort is anchored by Kaulig Racing, which enters the series for the first time after previously competing in the Xfinity and Cup Series.
Reality TV Meets Racing
Rather than follow NASCAR’s traditional driver recruitment path, Ram and Kaulig launched an eight-episode reality competition titled “Race for the Seat.” Fifteen drivers competed for a spot behind the wheel.
The winner, Timothy “Mini” Tyrrell, will pilot the No. 14 Ram truck at Daytona alongside fellow competitors Brenden “Butterbean” Queen, Daniel Dye and Justin Haley.
The show is part of a broader five-year partnership between Ram and TKO Group, the parent company of UFC, WWE and PBR.
White said the format mirrors the early success of UFC’s “The Ultimate Fighter,” which helped transform mixed martial arts into a global business powerhouse.
“The best always rise to the top,” White said. “The format works.”
The YouTube series has already drawn more than 400,000 views per episode in its opening stretch, giving Ram added brand exposure beyond traditional racing audiences.
Marketing Meets Motorsport
Ram CEO Tim Kuniskis described the comeback as more than a competitive move — it’s also a marketing strategy designed to inject excitement and draw new fans to the Truck Series.
“I think the only thing that’s more expensive than going racing is general marketing and advertising,” Kuniskis said.
New NASCAR rules will ease Ram’s transition. For the first three races, new entries are guaranteed a starting spot even if they fail to qualify on speed, though they will not earn prize money. After that, the trucks must qualify through traditional procedures.
Ram will compete against established Truck Series manufacturers Ford, Chevrolet and Toyota. While the immediate focus is on Trucks, Kuniskis said the brand has long-term ambitions to return to the Cup Series.
“We have every intention to want to get there,” he said.
And despite the brand’s corporate ownership under Stellantis, Kuniskis made one clarification clear:
“It’s actually Ram that’s going back to NASCAR.”
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