Ram to Sign Its Next NASCAR Driver Based on a Reality Show Executive Produced by Dana White and Hosted by a ‘Landman’ Star
Ram is launching a new reality show competition that will give 15 aspiring drivers the chance to drive for them in the NASCAR Craftsman Truck Series. The show is cleverly called “Race for the Seat.”
The eight-episode racing competition series will be hosted by Jacob Lofland, star of the Paramount+ show Landman. It will also feature behind-the-scenes commentary from UFC CEO Dana White (who is also an executive producer), Ram CEO Tim Kuniskis, and Kaulig Racing Team owner Matt Kaulig. White hopes Race for the Seat will replicate the success he had with the UFC reality show The Ultimate Fighter.
“Ram is an iconic American brand, and I’m excited to partner up with them for their new reality series, Race for the Seat,” Dana White said in a press release. “This reality show is all about finding up-and-coming drivers and giving them a massive platform. The best always rise to the top in this type of competition. We are going to find the next generation of superstars for the NASCAR Truck Series.”
Race for the Seat will premiere on Fox on Sunday, January 25, at noon ET. New episodes will also air on Ram’s official YouTube channel for the show from January 26 through February 6. They will also be available on FS1.
One lucky driver will earn a spot in one of the five Kaulig Racing Team Ram race trucks
Contestants in Race for the Seat will compete against one another on several “iconic” racetracks, including Virginia International Raceway and South Boston Speedway. The show will also feature several unspecified special guest appearances and an inside look at the drivers’ lives. The winner of the competition will then team with Brenden Queen, Daniel Dye, and Justin Haley on the Kaulig Racing Team.
“We promised Ram would approach NASCAR differently — and Race for the Seat is proof. Sometimes raw talent isn’t enough,” said Kuniskis. “Many successful careers start with an opportunity, a lucky break — or in my case, a good old-fashioned kick in the a–.
“There’s no one better at building champions than Dana White, which puts this show ‘in the draft’ before it even begins. Among these competitors, talent is a given. What we’re looking for is heart, hustle, attitude, and an insane drive to succeed — someone who lives our ‘Last Tenth’ culture. When a driver rises from a field of 15, it’ll be their shot, their break — and knowing Dana, probably a few kicks — that leads to a life-changing moment by the time we get to Daytona.”
Race for the Seat will additionally involve Thrill Sports Productions, the parent company of Nitro Circus and Power Slap. Kuniskis also informed The Drive that the team signed a multi-year deal for the show. “We’re doing it this year, and next year, and the next year, and the next year, and it’s going to become a thing,” he said.
