Castrol Adds ‘Flex Appeal’ Through Partnership With Hip Hop Car Culture Icon

He’s a radio DJ who delivers Hip Hop hits people want to hear. He’s a TV show host with a magnetic personality. He’s a car club founder, racing series organizer, business entrepreneur, and trendsetter. He’s Funkmaster Flex and, with an exclusive partnership with BP Lubricants USA, Inc. announced today, he’s now an advocate for Castrol(R) SYNTEC(R), the full synthetic motor oil that outperforms all leading oils.

Castrol SYNTEC is teaming up with Funkmaster Flex to put the esteemed motor oil brand in front of his devoted fan base and millions of young men and women who are passionate about making vehicles more stylish, more powerful, and better performing. As part of a two-year sponsorship, Castrol SYNTEC becomes the exclusive motor oil for all properties operated by Funkmaster Flex’s business entity, Team Baurtwell. Through the partnership, Castrol SYNTEC receives TV, radio, print, Internet and photographic rights for a variety of advertising and promotional initiatives, as well as a significant presence on Flex’s Web sites.

Initial marketing plans include Castrol SYNTEC product and logo placements on “Ride With Funkmaster Flex” and the “Funkmaster Flex Super Series,” both auto-performance-inspiring shows that air on Spike TV. Castrol SYNTEC plans to run 30-second advertising spots on “Ride With Funkmaster Flex” during each new episode of the season. A custom Castrol SYNTEC car will be designed and featured on Flex’s TV show, and shown throughout his “Celebrity Car Show Tour,” a traveling car/music show that stops at more than 10 cities throughout America and attracts thousands of participants. Flex will also make personal appearances to support the Castrol SYNTEC brand, as well as help inspire the next generation of automotive technicians through the Castrol SYNTEC Outperformers scholarship program.

“Funkmaster Flex is committed to spreading enthusiasm and passion for automotive power, performance and style by introducing aspects of car culture to new audiences of young people across the country,” said Mike DeBiasi, Castrol SYNTEC brand manager. “Flex’s automotive expertise, passion, and excitement for finely tuned and customized vehicles is inspiring and we’re thrilled to forge this partnership with him, putting our premium, highest performing motor oil brand — Castrol SYNTEC — alongside his highly acclaimed shows, events and fans.” The wide-ranging deal was negotiated by DeBiasi and Ken Brooks, of branded entertainment firm, CAE Group Inc. Financial terms were not disclosed.

(via PRNewsWire)

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