When FloSports launched in 2006, it didn’t look like the future of sports media. Founded by brothers Mark and Martin Floreani—both former Division I athletes (track and wrestling, respectively)—and Madhu Venkatesan, the Austin-based startup began with a handheld camera, a borrowed pickup truck, and a mission to cover niche sports with the same intensity ESPN gives the NFL. Their broadcast of Ryan Hall’s U.S. half-marathon record was rough in quality but proved one thing: underserved sports had devoted audiences.
That early scrappiness evolved into a profitable, sustainable streaming powerhouse. Today, FloSports operates dozens of verticals, has raised over $100 million in funding, and streams more than 40,000 live events annually to fans worldwide.
From Pickup Trucks to Premium Streams
FloSports began by covering wrestling and track—sports the Floreani brothers knew intimately. In 2012, the company pivoted to a subscription model and doubled revenue within two years. That shift laid the groundwork for what would become a long-term blueprint for sustainable growth.
What set FloSports apart wasn’t just the number of events streamed—it was the depth. The company prioritized hyper-focused coverage, offering live competitions, athlete interviews, documentaries, behind-the-scenes access, social media programming, and studio analysis. Vertical-specific platforms, such as FloWrestling, FloTrack, FloGrappling, and FloRacing, helped build loyal fan bases in sports that were often overlooked by mainstream media.
Growth Through Acquisitions and Partnerships
FloSports didn’t just grow by streaming more—it grew by owning more.
In 2013, Flo acquired MileSplit, planting a flag in the high school track and field market. It was the company’s first major move to scale by investing in underserved communities—and it worked. The model: own the infrastructure, grow the audience, and deepen the relationship.
More plays followed. In 2019, Flo bought DirtonDirt.com, a grassroots racing platform with diehard fans. A year later, Speed Shift TV was added to the roster, stacking 400+ dirt track races into the FloRacing vertical.
Then came TrackWrestling in 2021—bringing event management tools and analytics into Flo’s ecosystem. That same year, Flo acquired HockeyTech, extending its reach into ice hockey with live streaming and performance insights.
These weren’t just content grabs. Each deal expanded Flo’s platform—turning it from a streaming service into a full-stack partner offering media, data, marketing, and monetization.
Major Streaming Deals and Event Coverage
With over 400 rights holders across more than 25 sports, FloSports has built a deeply specialized library of partnerships, ranging from NASCAR and USA Wrestling to the AHL and Varsity Spirit . It was also the first streaming-only platform to be named the primary media partner for an NCAA Division I conference when it inked a deal with the Colonial Athletic Association in 2019.
In motorsports, Flo has become the essential home for dirt track and grassroots racing with investments in the High Limit Racing series alongside Kyle Larson and Brad Sweet, and partnerships with Lucas Oil Late Model Dirt Series, Eldora Raceway, Chili Bowl Nationals and NASCAR’s grassroots series, including the ARCA, Whelen Modified Tour, and NASCAR Weekly Series. FloGrappling, another standout vertical, locked in exclusive rights to the IBJJF Brasileiro, the AIGA Champions League, and the Quintet series while expanding global distribution via Combate in Brazil.
FloCollege and the Rise of NCAA Streaming
College sports are at the core of Flo’s identity—and that’s more than just branding. Many of its top execs, including CEO Floreani (Track & Field, Texas), EVP Phil Wendler (Football, Princeton), and CCO Jayar Donlan (Lacrosse, Georgetown), are former NCAA athletes.
In 2024, FloSports launched FloCollege, a dedicated platform for NCAA coverage, spanning Division I to Division III and streaming over 12,000 games across 20+ sports. The service consolidated existing content under one banner and brought in new conferences through seven-figure multimedia rights deals. It’s now a lifeline for DII and DIII programs, many of which lack funding for production or distribution. Flo’s investment helps them build capabilities, improve year-over-year, and leverage media rights as a new revenue stream.
FloCollege’s debut included major enhancements to FloSports’ Connected TV app, featuring personalized UX and improved streaming technology across Roku, Apple TV, Fire TV, and Android TV.
Navigating Early Headwinds
Like many pioneers in streaming, FloSports encountered growing pains on the path to scale—ranging from disputes over licensing rights to public scrutiny around billing clarity. While some early partnerships didn’t go as planned, each challenge helped sharpen the company’s focus and reinforce its long-term commitment to transparency, product quality, and partner trust.
Series D and a Record-Breaking Year
FloSports capped off a record-breaking 2024 with a Series D funding round in early 2025, led by Dream Sports (parent of Dream11 and FanCode), with participation from Warner Bros. Discovery, Bertelsmann, DCM Ventures, Causeway Media, and Fertitta Capital. The capital will help expand rights acquisition, elevate product and personalization, and fuel global growth.
2024 marked the company’s best year to date:
- Over 40,000 live events streamed
- More than 3.7 billion minutes consumed
- 23M+ unique viewers
- 24% increase in social engagement
- Record-breaking revenue and sustained profitability
These results are driven by both product evolution and operational discipline. As EVP of Global Rights Acquisition & Subscription, Phil Wendler recently shared on The Streaming Wars podcast that the company’s north star isn’t just scale—it’s scaling smart, with unit economics that work for the business, its partners, and the communities they serve.
Still Fighting for the Underdogs
FloSports continues to be the platform of record for sports that don’t always get the spotlight. From jiu-jitsu and grassroots motorsports to DIII lacrosse and high school track, the company isn’t chasing the NFL—it’s building something just as meaningful, one underdog at a time.
As more streaming platforms lean into sports for subscriber retention, Flo has a nearly two-decade head start—and a model that’s already proven itself.
While the industry chases scale, Flo doubles down on specificity. And that might just be the winning formula.
