12/11/2025
FloSports Takes Over Lucas Oil Late Model Dirt Series in Landmark Move — Lucas Oil Stays as Title Sponsor
The national dirt late model landscape just shifted in a big way.
FloSports — the company behind FloRacing — has officially purchased the Lucas Oil Late Model Dirt Series (LOLMDS), transforming their role from exclusive media partner to full series owner and operator. Lucas Oil Products, meanwhile, steps back from day-to-day control but remains firmly locked in as the multi-year title sponsor, keeping the Lucas Oil name on the tour for the long haul.
What the Deal Means
Announced jointly by FloSports CEO Mark Floreani and Lucas Oil CEO Morgan Lucas, the acquisition is being framed as a major investment into the future of dirt racing. FloSports now takes command of:
• Marketing & promotion
• Content development
• Advertising
• Business operations
• Live event production
The goal? More exposure, more professionalism, and more growth for one of the crown-jewel national tours in dirt racing.
Series director Rick Schwallie is backing the move, saying teams and fans can expect stronger purses, better at-track experiences, and more racer-focused opportunities as FloRacing takes the wheel.
2026 Shape-Up: Big Schedule, Big Money
FloSports’ first season as owner is already mapped out:
• 58 events
• 26 tracks
• 15 states
• Season opens with the traditional Georgia–Florida Speedweeks, boasting $650,000+ in purse money.
• Season closes with Carl Short’s iconic Dirt Track World Championship, paying $100,000 to win as the finale.
A national tour with national weight — now backed by one of the biggest digital sports platforms in the game.
FloRacing’s Growing Dirt Portfolio
This acquisition follows FloSports’ minority investment into the High Limit Racing sprint car series — meaning Flo now owns or influences major properties in both premier dirt disciplines.
And the appetite is clearly there: Lucas Oil Late Model events have pulled over a million viewers and hundreds of millions of streamed minutes in recent years.
Fast Talking Points
Use these on Facebook, in group chats, or at the track:
• “FloRacing owns the series now — but Lucas Oil stays on the hood. New boss, same name.”
• “A new era begins: centralized promotion, bigger purses, and a 58-race 2026 schedule under FloSports.”