Honda Announces Partnership with 6666 Ranch
Honda is bringing its powersports and power-equipment lineup to one of the most recognizable working ranches in the country. American Honda has announced a three-year partnership with the 6666 Ranch, naming Honda the ranch’s Official Powersports Partner.
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The collaboration will see Honda side-by-sides, ATVs and power equipment integrated into day-to-day operations across the sprawling West Texas property, supporting everything from transportation and fence maintenance to cattle and horse work. Owned by Taylor Sheridan, who acquired the property in 2021, the ranch has gained public attention as a filming location associated with the television series Yellowstone. Its owners emphasize that it remains, first and foremost, a working ranch.
Under the agreement, Honda will supply Pioneer side-by-sides, ATVs and power-equipment products intended to meet the ranch’s operational needs. Honda branding will also appear across ranch facilities and grounds, with the partnership extending beyond daily ranch work to include collaborative activations at major events. These include the Return of the Remuda Sale in Guthrie, Texas, and The Run for a Million, a high-profile performance horse competition held in Las Vegas every year.
Founded in 1870, the 6666 Ranch—commonly known as the Four Sixes—has long been a symbol of large-scale, working ranch operations in Texas. Today, the ranch spans roughly 260,000 acres and manages thousands of cattle seasonally, while also maintaining a prominent American Quarter Horse breeding program. Ranch leadership emphasizes disciplined land management and conservation practices designed to preserve productivity for future generations.
The partnership will put products in a real-world environment, tackling agriculture and ranching duties s once handled by horses. For the Four Sixes, the collaboration brings additional equipment support and brand visibility while maintaining a focus on practical, working applications in real-world conditions rather than lifestyle marketing alone.
As the partnership unfolds over the next three years, Honda equipment will become a familiar sight across the ranch’s pastures, fences and facilities.
Dustin Woods
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