UFC’s Dana White Paid $1.5 Million for 2 Custom Ram Trucks at His First Car Auction: ‘I Like to Win’

Dana White, UFC President and CEO, attended his very first car auction recently and ended up dropping $1.5 million on two custom Ram trucks.

“I need another car like I need to lose more hair,” White joked in a pre-auction interview, but admitted he would bid anyway. “And I like to win.”

The Barrett-Jackson 2026 Las Vegas Auction took place on September 11, and in remembrance of the 25th anniversary of the terrorist attacks, proceeds were shared between the Folds of Honor Foundation, which provides educational scholarships to the families of America’s fallen or disabled military and first responders, and the UFC Foundation, which will use the money to help support Hispanic charities.

“I’m grateful to UFC, Ram, RealTruck and Barrett-Jackson for this unique and very special opportunity,” said Folds of Honor founder and CEO Lt. Col. Dan Rooney in a press release. “The four companies are true patriots that are changing our recipients’ lives through education.”

Because Barrett-Jackson, known as the world’s greatest collector car auction house, waived all fees and commissions, 100 percent of the hammer price went to the two charities.

“Dana is one of the most patriotic individuals in our country, and it is fitting that his winning bid on 9/11 will benefit those in need, especially the families of fallen American service members and first responders,” Craig Jackson, chairman and CEO of the company, said in a press release.

“It’s a great charity, it’s going to help a lot of people and I like that I’m leaving here with these two trucks,” White added after the auction.

He got the first retail production and custom one-of-one 2027 Ram 1500 Rumble Bee SRT Pickup and a pristine custom 2005 Ram 1500 SRT-10 Pickup, which were designed in collaboration between Ram, UFC, RealTruck and Barrett-Jackson.

“Every build tells a story. This one tells three. It’s a 2005 truck, the same year UFC’s Ultimate Fighter launched under Dana White and this SRT-10 became the inspiration for the new Rumble Bee it’s paired with,” RealTruck Inc. Vice President of Marketing Lee Riser said in a press release.

“We took RealTruck’s product lineup, Ram’s performance DNA, and UFC’s massive platform, and pointed it all at something bigger: raising real money for Folds of Honor and the UFC Foundation through Barrett-Jackson’s stage,” he added. “This is how you build a legacy piece with a purpose and we’re excited to have this heavyweight added to our collaboration lineup.”