UFC President Dana White caught the attention of NASCAR fans at UFC 322 when he showed up to the fighters’ showdown event at Madison Square Garden wearing a Kaulig Racing/Ram Trucks t-shirt. The moment has not gone unnoticed, especially with Ram’s return to the NASCAR Craftsman Truck Series in 2026.
White has already dipped his toes into NASCAR. His brand of Howler Head bourbon sponsored Ross Chastain’s No. 1 Chevrolet in 2022, a partnership that included a custom Clash paint job and a show car at UFC headquarters.
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But his latest nod to Kaulig Racing is more than just a chance connection. NASCAR reporter Adam Stern notes that White is expected to be involved in the new Stellantis-backed NASCAR program, making his appearance at UFC 322 even more intentional.
Dana White-NASCAR rumors started months ago
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White’s presence in NASCAR aligns with rumors from earlier this year that Ram was planning a reality TV-style driver test show to build its 2026 Truck Series lineup. In July, reports said Ram wanted to create a modern version of Roush Racing: Driver X, using a television show to find new talent.
White, who helped make The Ultimate Fighter a pipeline for UFC stars, told Sports Business Journal that joining Ram on such a project was “very possible.” No updates have been released since, but White’s Kaulig/Ram t-shirt adds credence to the idea that the project is still in the works.
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Since these first rumors, Ram has finalized an important element of its NASCAR plan: Kaulig Racing will be the flagship team for its return to the Truck Series. The team is building a five truck operation and is the only NASCAR team aligned with two manufacturers: Chevrolet in Cup and Ram in Truck. Kaulig also suspended its Xfinity Series program to free up resources for both efforts.
White visibility is now part of this timeline. His background and Ram’s aggressive approach to his return make him the ideal man for a promotional partnership.
Read also:: 4 Rumored Drivers for Ram’s 2026 NASCAR Kaulig Truck Series
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