FloSports announced Dec. 11 the acquisition of the Lucas Oil Late Model Dirt Series. In 2026, the series will celebrate its 22nd season of sanctioning dirt late model racing across the country.
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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 Dec. 11 by FloSports CEO and Co-Founder Mark Floreani and Lucas Oil CEO Morgan Lucas.
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,” Floreani said. “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,” Lucas said. “Lucas Oil has poured its heart into this series for two decades, and from Day 1, 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,” Rick Schwallie added. “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 (Dec. 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.
O’Reilly Auto Parts back as rookie sponsor
O’Reilly Auto Parts is back as the title sponsor for the Lucas Oil Late Model Dirt Series Rookie of the Year program through 2028, with the leading rookie driver earning a record-breaking $20,000 once more.
In addition to their cash prize, the Rookie of the Year will receive product certificates from multiple manufacturers, valued at over $10,000. The second- and third-place finishers will receive $5,000 and $2,500, respectively.
“We are thrilled to have O’Reilly Auto Parts return as the title sponsor of the Rookie of the Year Program for the next three years. With their partnership, the Lucas Oil Late Model Dirt Series will pay the largest cash and product awards for the Rookie of the Year in dirt late model racing. We look forward to 2026 and another great partnership with all the O’Reilly Auto Parts employees and stores across the country,” stated Wayne Castleberry, Marketing and Sales for Lucas Oil Late Model Dirt Series.
A driver wishing to compete for the Rookie of the Year must declare their intent before the drivers’ meeting at the first event beyond April 1. In addition to the cash and product awards to the Rookie of the Year, the Lucas Oil Late Model Dirt Series presented by FloRacing will pay a $100 bonus to the highest finishing rookie driver in each feature event beyond April 1.
Drivers competing for the 2026 O’Reilly Auto Parts Rookie of the Year title will compete across the full Lucas Oil Late Model Dirt Series calendar, visiting a variety of racetracks for the first time.
James Essex writes a motorsports notebook for The Republic. Send comments to sports@therepublic.com
