Tony Stewart to Drive Ram Truck at Daytona as Manufacturer Returns to NASCAR
Tony Stewart is stepping out of retirement to pilot a Ram truck at Daytona, part of a high-profile effort that marks Ram’s return to national NASCAR competition. The move pairs Stewart with a team picked through a reality competition and brings an unexpected entertainment partner into the paddock.
Stewart’s surprise return behind the wheel
Hall of Fame driver Tony Stewart will take the wheel of a Ram-branded truck for the first time at Daytona, ending a period of retirement from national series driving. The appearance is framed as both a competitive entry and a marquee moment designed to spotlight the manufacturer’s re-entry into NASCAR’s national ranks.
Ram’s comeback and the Kaulig Racing partnership
Ram is returning to national NASCAR competition for the first time since the early 2010s, entering the Truck Series alongside Ford, Chevrolet and Toyota. Kaulig Racing will serve as Ram’s anchor partner for the season, providing the operational backbone for what the company calls a strategic reintroduction to the sport.
Reality show delivers a driver — and a storyline
Rather than using a conventional scouting route, Ram and Kaulig launched an eight-episode reality competition titled Race for the Seat. Fifteen drivers competed for a spot on the team, and the winner earns a seat in the Truck Series lineup. The format is meant to build fan engagement and create a direct narrative pathway from reality competition to national-level racing.
Entertainment industry muscle: Dana White and TKO Group involvement
The effort brings in entertainment and combat-sports business figures, with Dana White playing an active role in the campaign. The project includes a partnership with TKO Group, the parent company behind major combat and live-entertainment properties, underscoring a deliberate crossover between motorsports and mainstream entertainment promotion.
Marketing, testing and long-term ambitions
For Ram’s leadership, the return isn’t just about immediate results on the track. Ram’s CEO described the effort as part of the “craziness we’re trying to bring to the table, ” signaling a willingness to use bold promotional tactics. The program offers Ram a chance to test the waters for a possible future move into the Cup Series while also reinvigorating the brand’s motorsports profile.
What to watch at Daytona
The Truck Series season opens Friday night ET at Daytona International Speedway. Beyond Stewart’s headline appearance, attention will focus on how quickly the reality-show winner adapts to national-level competition, how Kaulig integrates Ram equipment into its operations, and whether the promotional strategy translates into on-track competitiveness. The manufacturer’s return also alters the dynamics among the established brands and will be watched closely by teams and sponsors throughout the season.
Tony Stewart’s one-off drive and the broader Ram campaign combine nostalgia, entertainment crossover and a strategic marketing experiment that could influence how manufacturers approach NASCAR engagement moving forward.
