FloSports Takes Ownership of Lucas Oil Late Model Dirt Series
AUSTIN, Texas—FloSports is deepening its ties to dirt racing and investment in the sport with the acquisition of the storied Lucas Oil Late Model Dirt Series (LOLMDS) from Lucas Oil Products. The acquisition represents a strategic step for FloSports as it continues to invest in and operate key motorsports properties and high-value sports IP. The announcement was made today by FloSports CEO and Co-Founder, Mark Floreani and Lucas Oil CEO, Morgan Lus.
As part of the sale, Lucas Oil Products, Inc. will enter into a multi-year exclusive title sponsorship agreement with FloSports for LOLMDS, maintaining a legacy of support for the championship and its community of fans, teams, and drivers for years to come.
Lucas Oil, a world leader in automotive additives and lubricants, has operated the Series since 2005. FloSports has operated as the exclusive media rights holder for the LOLMDS national tour since 2022. The new agreement creates additional opportunities to leverage FloSports’ marketing, content development, advertising sales, live event production, and business operations driving greater exposure for the Series and setting the stage for sustained growth.
“Lucas Oil has been at the forefront of grassroots racing since Forrest Lucas launched the Lucas Oil Series, and this partnership with FloSports opens a new chapter for the Series,” said Floreani. “We entered into this partnership to expand on the legacy of Dirt Late Model racing, and to deliver the best possible product to its fans across our platform for many years to come.”
“FloSports is the right partner at the right time for Late Model Dirt racing,” said Lucas. “Lucas Oil has poured its heart into this series for two decades, and from day one our goal has been to grow the sport and support the drivers, teams, and fans who make it special. FloSports believes in that mission as much as we do. They are the ideal group to take it to the next level, and we’re proud to stay on as title sponsor to help push the series forward together.”
Series director Rick Schwallie and the full LOLMDS team will stay on with the Series with longtime LOLMDS announcer James Essex continuing as the voice of the tour. He will be joined for select events in the FloRacing broadcast booth by Dustin Jarrett with Ben Shelton reporting from the pit area.
“This partnership puts real momentum behind everything we’ve been working toward,” added Rick Schwallie. “FloSports understands the sport, respects its roots and shares our commitment to the racers and fans. With their support, and the decades of backing from Lucas Oil, we can keep building up grassroots racing the right way with stronger purses, better live experiences and more opportunities for every dirt-track kid to get a shot at chasing their dreams.”
The Lucas Oil Late Model Dirt Series has lined up a tremendous 2026 season that will feature 58 events at 26 tracks across 15 states. The series will begin with the traditional Georgia-Florida Speedweeks with more than $650,000 in purse money available and end with a highly-anticipated season finale at Carl Short’s Dirt Track World Championship, which will offer a $100,000 prize for the winner.
The acquisition of LOLMDS adds to FloSports’ investment in the sport of dirt racing. In 2023, the company took a minority stake in the establishment of Kyle Larson and Brad Sweet’s High Limit Racing Series, now the most watched dirt racing series on the planet. FloRacing’s coverage of the 2025 Kubota Gateway Dirt National (December 4-6) resulted in one the highest performing events of the year on FloRacing with more than 30 million video views on and off the FloRacing platform. Overall, dirt racing content on FloRacing generated more than 220 million video views and 1.2 billion live minutes streamed.
FloRacing streams more than 1,000 races annually, subscribe to FloRacing by visiting https://www.floracing.com/signup.
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