FloSports acquires Lucas Oil Series
Taking ownership of one of its prized streaming partners, FloSports today has acquired the Lucas Oil Late Model Dirt Series, escalating the Austin, Texas-based digital media company's motorsports investment with one of short-track racing’s highest profile tours. | Timeline
The announcement by FloSports CEO Mark Floreani and Lucas Oil CEO Morgan Lucas came just before the opening of the three-day Performance Racing Industry Trade Show in Indianapolis, Ind. The tour's name remains with Lucas Oil entering a multiyear exclusive title sponsorship agreement as part of the acquisition. Terms of the deal weren’t disclosed.
“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,” Floreani said in a press release. “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.”
Series staff members, led by director Rick Schwallie, will continue in their roles with Ashley Schwallie, Rick’s wife, as administrative manager, Jeremy Shields as assistant director and Kenute Mausehund as technical director. Longtime series announcer James Essex continues as the voice of the tour, joined for select events by FloRacing announcers Dustin Jarrett and Ben Shelton.
“This partnership puts real momentum behind everything we’ve been working toward,” Rick Schwallie said. “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.”
Lucas Oil, the automotive additives and lubricants company founded by 1989, has operated the series since 2005 with FloSports, which provided more than 220 million video views of 1,000 motorsports events in 2025 among a streaming portfolio of 25 sports, serving as the tour's media rights holder since 2022.
FloRacing streams hundreds of Dirt Late Model events each season, including the recent Kubota Gateway Dirt Nationals, which generated 30 million views. FloSports is also a minority owner of Kyle Larson and Brad Sweet’s High Limit Racing Series for sprint car racing.
The 2026 Lucas Oil Series opens a 58-race season in February with $650,000 in purse money up for grabs. Reigning series champion Devin Moran of Dresden, Ohio, will collect a record $250,000 title prize at Friday’s series banquet in Indianapolis.
