This Is No Laughing Matter, Ram Is Selecting a NASCAR Driver on Reality Television | Carscoops

      Fifteen contestants will compete for a chance to drive in the 2026 NASCAR Craftsman Truck Series.

      Ram is introducing a new reality show titled Race For The Seat, where the winner will earn the opportunity to race in the NASCAR Craftsman Truck Series. The initiative involves Ram and UFC CEOs Tim Kuniskis and Dana White.

      Ram is stepping into new territory with this reality show, featuring 15 competitors who will vie for a place in the driver’s seat of a race truck meant for the 2026 NASCAR Craftsman Truck Series.

      To become a part of the Kaulig Racing team, participants will face off on various tracks like Virginia International Raceway and South Boston Speedway. A promotional video reveals that a mix of vehicles will be showcased and the competitors are predominantly young.

      Although Ram has not disclosed many details, they assure that “viewers will gain insight into the drivers’ lives, their successes and challenges, and the sheer determination required to advance in motorsports.”

      The show will include special guests and “behind-the-scenes commentary” from Ram CEO Tim Kuniskis and Kaulig Racing owner Matt Kaulig, offering fans a “unique glimpse into the business, strategy, and passion of racing.”

      During a media presentation in Detroit last month, Kuniskis remarked that the show is akin to The Ultimate Fighter, which aligns well since UFC CEO Dana White is an executive producer and will feature in the program.

      Additionally, Ram has recently formed a multi-year partnership with TKO Group Holdings, the parent company of WWE, UFC, and PBR. Kuniskis mentioned that UFC has a devoted fanbase and predicts that their transition to Paramount+ will likely attract even more viewers.

      Returning to Race For The Seat, the eight-episode series will be hosted by Jacob Lofland, known for his role as Cooper Norris on Landman.

      The show is set to debut on Fox on January 25 at 12 PM ET but will primarily be available on YouTube. Following its premiere, new episodes will be released online from January 26 to February 6.

      In a statement, Kuniskis expressed, “We promised that Ram would take a different approach to NASCAR — and Race For The Seat is evidence of that. Sometimes raw talent isn't sufficient. Many successful careers begin with an opportunity, a fortunate break — or, in my case, a good old-fashioned kick in the ass.”

      White shared similar sentiments, stating, “This reality show focuses on discovering emerging drivers and providing them a substantial platform. The strongest will always rise to the top in this kind of competition.”

      While the ultimate winner is yet to be determined, their reward will be the final racing seat for 2026, allowing them to compete alongside Brenden “Butterbean” Queen, Daniel Dye, and Justin Haley. A fourth seat will be allocated for Ram’s Free Agent program, with a surprise driver to be announced shortly before each race.