Dana White to Auction Custom Ram Trucks for Charity at Barrett-Jackson
UFC President and CEO Dana White will take to the auction block on Friday, Sept. 11, 2026, at approximately 3:30 p.m. PDT in the West Hall of the Las Vegas Convention Center to help sell a pair of custom Ram trucks: a one-of-one 2027 Ram 1500 Rumble Bee SRT and a 2005 Ram 1500 SRT-10 customized by RealTruck, with 100% of the hammer price benefiting the Folds of Honor Foundation.
Heading into the late-summer event calendar, high-stakes charity auctions continue to intersect with elite sports business and automotive culture. According to press releases from Barrett-Jackson and PRNewswire, this high-profile partnership brings together Ram, UFC, RealTruck, and Barrett-Jackson for a sale designed to raise significant funds for educational scholarships supporting the families of America’s fallen or disabled military service members and first responders through Folds of Honor.
Charity Partnership and 9/11 Remembrance
The auction takes place on the 25th anniversary of the Sept. 11, 2001, terrorist attacks. Barrett-Jackson Chairman and CEO Craig Jackson stated in published releases that the organization has a long history of uniting automotive passion with charitable causes. “Partnering with global powerhouses like Ram, UFC and RealTruck allows us to amplify our fundraising efforts,” Jackson noted, adding that having Dana White on the block ensures maximum support for the honored families.
Barrett-Jackson has waived all fees and commissions for the transaction. In addition to the hammer price supporting Folds of Honor, a portion of the proceeds will benefit Hispanic charities via the UFC Foundation. This allocation coincides with Mexican Independence Day weekend, as both UFC and Zuffa Boxing host events in Las Vegas and Glendale, Arizona, on Saturday, Sept. 12, 2026.
Engineering Two Generations of Performance Pickups
The offering pairs two distinct eras of American performance engineering. According to Stellantis executive Tim Kuniskis, head of American Brands, SRT Performance and North America marketing, the builds represent both heritage and future trajectory. The 2005 Ram 1500 SRT-10, customized by RealTruck, features an 8.3-liter, 500-horsepower V-10 engine derived from the Dodge Viper. Alongside it, the 2027 Ram 1500 Rumble Bee SRT introduces a widebody configuration featuring a Quad Cab and short bed layout.
“The 2027 Ram 1500 Rumble Bee SRT represents where we’re headed, while the Viper-powered Ram SRT-10 represents where we’ve been,” Kuniskis stated in source materials. Folds of Honor founder and CEO Lt. Col. Dan Rooney also expressed gratitude for the collaboration, calling the participating corporations true patriots.
VIP Access and Economic Impact on Las Vegas Hospitality
Beyond the physical vehicles, the winning bidder will secure a VIP UFC Experience to a future event of their choice.
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