Ram, UFC and RealTruck to Auction Two Custom Pickup Trucks for Charity at Barrett-Jackson Las Vegas

UFC is stepping outside the Octagon for a charity-first event at Barrett-Jackson’s 2026 Las Vegas Auction, where two customized Ram pickups will be auctioned to support military-focused and UFC Foundation efforts. The partnership brings together Ram, RealTruck and the auction house for what the UFC described as a “championship-style” showcase that blends motorsports aesthetics with combat-sports branding.

According to UFC’s announcement, the trucks will be offered as a pair during the Sept. 11 session, with the auction expected to begin at approximately 3:30 p.m. PDT. The location is listed as the West Hall of the Las Vegas Convention Center, placing the sale inside one of the year’s marquee collector-car weekends in the U.S.

The featured 2027 vehicle is a one-of-one 2027 Ram 1500 Rumble Bee SRT, built to serve as a limited, event-specific centerpiece for the auction. The second truck is a 2005 Ram 1500 SRT-10 that has been customized by RealTruck, reflecting a separate lane of interest for collectors who prefer older-performance-era restorations and upgrades.

UFC said the money raised will benefit two organizations: the Folds of Honor Foundation and the UFC Foundation. The two-part cause structure is important for UFC’s broader community footprint, because it ties a high-visibility, mainstream automotive platform to its longstanding emphasis on charitable work.

UFC President Dana White is scheduled to step onto the auction block on Sept. 11 as the trucks are prepared for bidding, according to the league’s release. That kind of on-stage involvement is often used to elevate audience attention during live, high-profile auctions, particularly when the items are one-of-a-kind or built for the event.

While the announcement is framed as a motorsports and charity collaboration, it also functions as a branding bridge between UFC and a different fan ecosystem. Collector auctions, like Barrett-Jackson, tend to draw spectators who may not regularly follow MMA week to week, giving UFC a chance to reach beyond its usual media cycle without requiring it to tie the event to a specific fight card.

What to watch next is how the auction itself is structured once the bidding begins, including whether the sale is reported as a combined total or tracked separately by vehicle. After the event, the more immediate sports angle will be how UFC and its partners continue using similar cross-industry activations to maintain public attention between major fight dates.

For now, the concrete details remain straightforward: two custom Ram trucks, a Sept. 11 auction at Barrett-Jackson Las Vegas, and charity support for the Folds of Honor Foundation and the UFC Foundation, with White participating directly at the block.