Peter Lyon
February 10, 2026
Honda Powersports & Products and 6666 Ranch in Texas recently announced a landmark partnership, uniting two icons from different realms. As the Official Powersports Partner of 6666 Ranch, Honda brings its trusted Pioneer, ATV and power-equipment products to a legendary ranch that has embodied the spirit of real work for over one and a half centuries.
Through the three-year partnership, Honda will provide powersports and power-equipment products to support daily operations at 6666 Ranch, including transportation across ranch property, fence inspection and maintenance, and support for cattle and horse operations in challenging conditions. Honda branding will also appear throughout ranch facilities and grounds, with the partnership extending to collaborative activations at signature events including the Return to the Remuda Horse Sale in Guthrie, Texas, and The Run for a Million held in Las Vegas.
Founded in 1870, 6666 Ranch (pronounced “four sixes”) is recognized as one of the most storied ranches in Texas history. Today, it remains a leader in the agriculture industry, with operations spanning quality beef production, disciplined land management and the breeding of top-performing American Quarter Horses.
Spanning 260,000 acres in Texas, the ranch manages thousands of cattle seasonally, supported by highly skilled cowboys and proven livestock-management practices refined over generations. The ranch’s managers maintain a long-held vision for responsible conservation, implementing practices that reflect good land stewardship while maximizing long-term land productivity.
“Honda vehicles and power-equipment products are engineered to perform day in and day out, and this collaboration celebrates the people and places that depend on that reliability every single day,” said Jeremy McGuire, Director of Customer Engagement at American Honda. “Partnering with 6666 Ranch allows us to honor shared values of hard work, civic responsibility and respect for tradition, and to support the people and lifestyle that this country was built on.”
Rooted in more than a century of ranching operations, 6666 Ranch is owned by Taylor Sheridan, whose commitment to authenticity and respect for the American West—which does not mean he supports the current administration—aligns with the values upon which the ranch was built. While also known as a filming location for the hit show Yellowstone, it remains first and foremost a working ranch, guided by performance-driven operations and uncompromising standards.
CARLIST THOUGHTS
“At the Four Sixes, we don’t partner with brands unless they earn it,” said Taylor Sheridan, owner of the 6666 Ranch. “Honda builds equipment that works the way a working ranch demands: reliable, durable and built without shortcuts. That shared respect for real work and doing things the right way makes this partnership a natural fit.”
