FloSports Acquires Lucas Oil Late Model Dirt Series, Building Its Presence in Dirt Racing
FloSports has officially acquired the Lucas Oil Late Model Dirt Series (LOLMDS) from Lucas Oil Products, marking a significant shift in the dirt late model landscape and a monumental move for the streaming platform as it continues focusing its efforts on motorsports properties.
Announced by FloSports CEO and Co-Founder Mark Floreani and Lucas Oil CEO Morgan Lucas, the deal cements FloSports’ expansion into high-value racing IP while keeping Lucas Oil deeply connected to the series. As part of the acquisition, Lucas Oil has signed a multi-year exclusive title sponsorship, ensuring continued support for LOLMDS drivers, teams, and fans.
Lucas Oil has operated the national dirt late model tour since 2005, while FloSports became the exclusive media rights holder in 2022. With full ownership now in place, FloSports plans to leverage its marketing, content development, advertising sales, and live-event production to boost the series’ exposure and long-term growth.
Series Director Rick Schwallie and the entire LOLMDS staff will remain in their roles, preserving continuity during the transition. Longtime announcer James Essex will continue as the voice of the tour, joined at select events by Dustin Jarrett in the FloRacing booth and Ben Shelton reporting from the pits.