The campaign spans television, digital media, and live experiences, positioning Ram as the official tailgate truck sponsor for ESPN’s coverage. By integrating across broadcasts, studio segments, and championship events, the brand intends to maintain a constant presence throughout the season. Nate Buelow, chief marketing officer at Stellantis North America, noted that the strategy focuses on authentic engagement, meeting fans in tailgate lots and across social platforms where they consume the game.

Beyond national broadcasting, Ram is deepening its local footprint through a partnership with Texas Athletics and Learfield. This collaboration includes influencer agreements with Longhorns players Cam Coleman, Colin Simmons, Ryan Wingo, Jelani McDonald, and Trevor Goosby. These athletes will appear in original digital content and at dealership activations. CEO Matt VanDyke stated that the campaign reflects the resilience shared by both truck owners and football fans, bridging the gap from pre-game tailgating to the final whistle of the national championship.