2002 Buick Skylark My car isn't starting

2002 Buick Skylark mileage: 35,000. My car isn’t starting. I know its getting flooded. The spark plugs had gas on them. The car does have a new fuel pump, but there's something that has me stumped. When you try to start the car (key is in start position) it doesn't start of course, but when you release the ignition key from the start position back to the on position you hear the fuel pump kicking on again after I just tried to start it. Right there tells me when it's getting flooded. I've checked the fuel pump relay it works fine. What else can I check? Thank you for your help guys.