FloSports, the online streaming platform, has acquired the 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 intellectual property, the company said.  The announcement was made by FloSports CEO and Co-Founder Mark Floreani and Lucas Oil CEO Morgan Lucas.

As part of the sale, Lucas Oil Products 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.

Series director Rick Schwallie and the full LOLMDS team will stay on with the series with longtime LOLMDS announcer James Essex continuing as the voice of the tour. He will be joined for select events in the FloRacing broadcast booth by Dustin Jarrett with Ben Shelton reporting from the pit area.

For more information, visit floracing.com.