Ram is getting serious about its NASCAR comeback and it might do it in a way no one saw coming. According to reports, the truck brand is working on a reality show to find its future drivers, and UFC president Dana White is already showing interest in getting involved.
Last month, Ram officially announced its return to the NASCAR Craftsman Truck Series in 2026 after more than a decade away. While they haven’t finalized which teams they’ll partner with yet, a tryout show is reportedly in the works to help build their driver lineup. Think Roush Racing: Driver X, the mid-2000s Discovery Channel series where drivers competed for a shot with Jack Roush’s team, but with a 2025 twist.
Dana White, who helped make The Ultimate Fighter a launching pad for UFC talent, told Sports Business Journal that teaming up with Ram for this project is “very possible.” He’s already worked with Ram before as his voice was featured in one of their recent “Never Stop Being American” ads. And a show like this fits both his and Ram’s style: loud, bold, and all about finding the next big thing.
Ram’s reality show plans take shape
One name already being floated for the show is Cleetus McFarland, the YouTuber and ARCA driver who’s built a massive following around fast cars and wild racing content.
Sports Business Journal’s Adam Stern reported that McFarland could be part of the new Ram-backed Truck Series team, especially if the reality show idea takes off. Having a crossover name like Cleetus would bring even more attention to the project.
On the team side, Ram is still figuring things out. They’ve reportedly been in talks with GMS Racing and Retta Jones Racing, though Niece Motorsports recently confirmed they’re sticking with Chevrolet. So the search for partners is still ongoing.
On the team side, Ram is still figuring things out. They’ve reportedly been in talks with GMS Racing and Retta Jones Racing, though Niece Motorsports recently confirmed they’re sticking with Chevrolet. So the search for partners is still ongoing.
Provided nothing goes wrong, the show may begin filming in 2025, before Ram actually makes a start in the Truck Series in 2026. No confirmation of airtime or format as of yet, although with Dana White potentially involved, there is likely to be something intense, competitive and audience-friendly to look forward to.
If this reality show happens, it could be one of the most unique ways a team has ever built a driver lineup in the sport’s history.
