One of the ideas that Ram has considered for its new NASCAR program is a reality show of drivers trying out for a ride, and UFC’s Dana White confirmed he could get involved if the project comes to fruition.
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Ram CEO Tim Kuniskis, who last week was also named head of American brands for Stellantis, said last month that the brand intends to market boldly and differently in NASCAR. Ram has been considering a strategy that would partially involve working with celebrities who crossover to the mainstream, SBJ understands, and to that end the brand recently debuted a TV commercial called “Never Stop Being American” with White doing the voice-over. The Ram truck brand was formerly a UFC sponsor. Ram has yet to announce the teams or drivers who will be part of its fresh NASCAR outfit, but it has been in talks with organizations that compete in trucks for several months.
According to people familiar with the matter, a potential reality show would air late this year or early next year and allow rising drivers to try to earn a spot in a truck at a race next year. The concept appears to be similar to the “Roush Racing: Driver X,” a show that aired on the Discovery Channel starting in 2005 and involved the team now known as RFK Racing.