FloSports Buys Lucas Oil Late Model Dirt Series

FloSports, the 20-year-old company that streams niche sports, is buying a car racing series.

The company has acquired the Lucas Oil Late Model Dirt Series from the motor oil company, FloSports confirmed to Front Office Sports. Lucas Oil is staying on as the title sponsor of the dirt racing series in a multiyear deal. 

FloSports CEO and co-founder Mark Floreani told FOS motorsports are a “huge growth lever” for the digital media company. “This acquisition is an important step because owning the IP allows us to continue to push the sport forward,” he said.

Last week, FloSports launched a FAST channel for racing on Fubo and Amazon Prime Video that will include the Lucas Oil series.

FloSports also has a minority stake in the High Limit Racing dirt series (alongside NASCAR champion Kyle Larson), and owns and operates the “Night in America Series” for FloRacing (also dirt racing), FloGrappling (jiu-jitsu), and FloWrestling.

Dirt racing has been a big audience driver for FloSports this year, as a rep for the company told FOS it accumulated 220 million video views on the site in 2025. The Kubota Gateway Dirt National last weekend was one of the most-viewed events of the year on FloRacing with more than 30 million views.

Floreani declined to specify how much FloSports paid for the Late Model Dirt Series, but said that they project “well above $5 million in revenue and think we can get this to tens of millions a year as a property.”

In a phenomenon that is unthinkable in other sports, NASCAR drivers such as Larson, Kyle Busch, and Christian Bell also race in the Late Model Dirt Series and High Limit Racing events, albeit not full-time. All three will compete at the Chili Bowl in January. 

NASCAR drivers of this caliber make a fortune, and there’s inherent risk in auto racing, not to mention that it’s extra work. Why do they do it?

“Some of it is it’s a drug. Kyle Larson races 100 times a year but he would say it hones his skills for NASCAR,” Floreani said. “There’s a little bit of they’re a little crazy. Larson will win $1 million in a NASCAR race, two days later he’s at a track in Ohio racing for $10,000. He obviously loves racing, and he believes it helps him for NASCAR.”