Dana White Joins Barrett-Jackson to Auction Ram Trucks in Las Vegas

Quick Facts

• What: Two custom Ram trucks — a 2027 Ram 1500 Rumble Bee SRT (one-of-one build) and a customized 2005 Ram 1500 SRT-10 — auctioned as a pair for charity

• When: Friday, Sept. 11, 2026, at approximately 3:30 p.m. PDT

• Where: West Hall, Las Vegas Convention Center, part of Barrett-Jackson's Sept. 10-12 Las Vegas Auction

• Tickets/Bidding: Barrett-Jackson is waiving all fees and commissions; bidder registration required through Barrett-Jackson

• Worth knowing: 100% of the hammer price benefits Folds of Honor Foundation, with a portion also going to Hispanic charities through the UFC Foundation; the winning bidder also gets a VIP UFC Experience to a future event of their choice

The timing isn't an accident. Barrett-Jackson is holding the sale on the 25th anniversary of Sept. 11, 2001, and it also falls on Mexican Independence Day weekend, with both UFC and Zuffa Boxing running events in Las Vegas and Glendale, Arizona, on Sept. 12. Craig Jackson said the partnership with Ram, UFC and RealTruck lets the auction house “amplify our fundraising efforts,” and having White on the block, in his words, “ensures we will maximize the support for the true heroes and families honored by these incredible charitable organizations.”

The Two Trucks Going Under the Hammer

The star of the pair is the 2027 Ram 1500 Rumble Bee SRT — the first retail-production unit built, then pulled aside for one-of-one customization. The stock version already runs a supercharged 6.2-liter Hellcat HEMI V8 putting out 777 horsepower and 680 lb-ft of torque, with a 0-60 time of 3.4 seconds and a quarter-mile in 11.6 seconds. This particular truck gets a Direct Connection 3.0-liter supercharger upgrade pushing it past 900 horsepower, a Magnaflow stainless cat-back exhaust, a hand-painted two-tone Molten Red Pearl-Coat and Diamond Black Crystal Pearl-Coat paint job, Brembo brake calipers, satin black 22-inch wheels and a one-of-one console badge to authenticate the build.

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The second truck is the sentimental half of the pair. The 2005 Ram 1500 SRT-10 runs an 8.3-liter, 500-horsepower V10 borrowed from the Dodge Viper and still holds the Guinness World Record for World’s Fastest Production Pickup Truck. RealTruck handled the customization, working with ProMotorsports and Mark Trostle — vice president of Ram, SRT and Mopar Design — on a yellow-and-black two-tone scheme with Viper-inspired bedside graphics, black leather seats with yellow accents, RealTruck PowerStep running boards, a Pro X15 tonneau cover, and Husky Liners floor and bed protection.

RealTruck’s vice president of marketing, Lee Riser, framed the connection between the two trucks around a coincidence in the calendar: 2005 was the same year UFC’s “The Ultimate Fighter” launched under Dana White, and that SRT-10 became part of the inspiration for the Rumble Bee it’s now paired with on the block. “We took RealTruck’s product lineup, Ram’s performance DNA, and UFC's massive platform, and pointed it all at something bigger,” Riser said.

Folds of Honor and the UFC Foundation

Folds of Honor provides educational scholarships to spouses and children of military service members and first responders who were killed or disabled in the line of duty. Since 2007 the organization has awarded nearly 73,000 scholarships totaling more than $340 million, and it carries a four-star rating from Charity Navigator. Founder and CEO Lt. Col. Dan Rooney, an F-16 fighter pilot with three combat tours in Iraq, called the four-company collaboration a chance to change lives “through education.”

The UFC Foundation, established in 2021 as UFC’s charitable arm, is the other beneficiary, and this sale specifically routes part of the proceeds to Hispanic charities through the Foundation given the Mexican Independence Day weekend timing. UFC is headquartered in Las Vegas and is part of TKO Group Holdings, so Dana White’s spot on the auction floor amounts to a hometown appearance for the organization.

Tim Kuniskis, who heads American Brands, SRT Performance and North America marketing at Stellantis, tied the two trucks together as bookends of Ram’s performance history. “The 2027 Ram 1500 Rumble Bee SRT represents where we’re headed, while the Viper-powered Ram SRT-10 represents where we've been,” he said, calling the pairing a way to celebrate “American performance, American ingenuity and the resilient spirit that has carried this country through every challenge.”

How to Watch or Bid

Barrett-Jackson's Las Vegas Auction runs September 10-12 at the Las Vegas Convention Center, and the Friday session with the Ram trucks and Dana White is broadcast live on History and FYI, plus streamed on Barrett-Jackson.com and the company’s YouTube channel if you’d rather watch from home. If you want to actually bid, you need to register through Barrett-Jackson’s bidder registration page first — it’s not a walk-up-and-raise-your-hand situation for a lot number this size. Barrett-Jackson has run Scottsdale, Palm Beach, Columbus and Las Vegas auctions since 1971 and says it’s helped raise more than $172 million for charity across its history. The company has done celebrity-driven charity lots before, but this one stacks a UFC Hall of Fame-caliber executive, a Guinness World Record truck, and a brand-new SRT model that hasn’t even hit dealer lots yet onto the same stage inside twenty minutes.

If you're going for the auction generally and not just this lot, know that West Hall at the Convention Center is a big room and the good viewing spots near the block fill in fast on marquee days. Friday afternoon, with a 9/11 anniversary tie-in and a UFC president in the building, is going to be one of those days.