FloSports announced that it has acquired the Lucas Oil Late Model Dirt Series from Lucas Oil Products. While FloSports has purchased the series it did a sign a multiyear with Lucas Oil for the company to remain the title sponsor.

Series director Rick Schwallie will remain with the series and longtime announcer James Essex will continue as the voice of the tour. He will be joined at select events in the booth by Dustin Jarrett with Ben Shelton reporting from the pits.

In a press release, FloRacing shared that the purchase of the series “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 FloSports CEO and Co-Founder Mark 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.”

Lucas Oil CEO Morgan Lucas added, “FloSports is the right partner at the right time for Late Model Dirt racing. 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.”

“This partnership puts real momentum behind everything we’ve been working toward,” said 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.”

And the company is indeed growing the sport. It reported that its “dirt racing content on FloRacing generated more than 220 million video views and 1.2 billion live minutes streamed.” This past weekend’s Gateway Dirt Nationals had 30 million video views both on and off the FloRacing platform. The Thursday night portion of the event was streamed via Prime Video. It also streamed portions of the event from Friday and Saturday on YouTube. It’s  unclear if that number includes views on platforms such as Facebook and X as well.

NEXT: Lucas Oil Late Model Dirt Series Announces 2026 Schedule