High Limit Racing Inks Multi-Year Deal With FloSports, Expands Race Schedule

High Limit Racing, founded and owned by NASCAR champion Kyle Larson and five-time World of Outlaws champion Brad Sweet, is expanding in 2024, has entered a multi-year media agreement with FloSports, which has taken a minority equity stake in the new venture and will continue to stream live race events while also producing original content on FloRacing, its Motorsports vertical.

The formerly named High Limit Sprint Car Series is adding events and increasing driver payouts while broadening its partnership with FloSports. The midweek race series will evolve into a 50-plus race night schedule across the country and increase driver payouts to more than $5 million.

FloSports will support the partnership with original content developed and distributed across FloRacing. The content mix will include both short-form social programming and more in-depth spotlights on the drivers and the key storylines developing throughout the season. Over the course of an 11-race season, High Limit content generated more than 8.5 million views this year with FloRacing motorsports coverage earning more than 142 million views across all branded platforms.

“FloRacing is the go-to destination for motorsports fans delivering premium event coverage and original content to viewers across the globe. The expansion of High Limit Racing and our investment in it reinforces our commitment to the growth of motorsports and delivering it authentically to audiences everywhere,” says Mark Floreani, Co-Founder and Chief Executive Officer of FloSports.

“Brad (Sweet) and I literally grew up in this sport and our passion for sprint car racing runs deep,” says Larson. “The 2023 High Limit season went well, but we saw room for growth and more opportunities that were out there to make this division of racing stronger. Not only are we going to continue to run tight, highly-entertaining races for the fans, but we’re going to do it while raising purses and making the sport more financially viable for drivers and teams. On top of that, the partnership with FloSports will bring more eyeballs to our events and grow the sport overall. I can’t think of a much better situation for all involved.”

The new season of the High Limit Racing will reward drivers with bigger payouts and flexibility with no restrictions on the amount of non-High Limit races they can compete in. The series also will set dedicated “off-weekends” to allow teams to continue to participate in sprint car racing’s crown jewel events.

High Limit Racing will award a point fund of $1 million with the champion team and driver winning $250,000. Similar to its 2023 season, High Limit Racing will have a Midweek Money Series within the national tour awarding a separate $100,000 total point fund.

Sweet will compete in every event and pursue his first High Limit Racing championship with the Kasey Kahne Racing NAPA No. 49 team. Larson, crowned the midweek series champion earlier this month, will continue to compete in select events while also pursuing a NASCAR Cup Series championship and an Indianapolis 500 victory in 2024.

“We’re working on a diverse and efficient schedule that will maximize the travel time for our teams,” Sweet says. “With increased purses and the availability for teams to also compete in the sport’s crown jewels that may not be High Limit-sanctioned, High Limit drivers and teams have the highest revenue opportunity in sprint car history, barring The Million in 2023. We’re proud of that and see it as a launching pad for the future of sprint car racing.

“The support of Kasey (Kahne), NAPA, and everyone at Kasey Kahne Racing means a lot to me,” Sweet continues. “We’ve accomplished a lot together and now we’ll go on a new adventure and try to add a High Limit championship to our resume. They’re taking this jump with me and that shows how strong and committed this team is.”