Castrol(R) SYNTEC(R) Adds 'Flex Appeal' Through Partnership With Hip Hop Car Culture Icon

Castrol(R) SYNTEC(R) Adds 'Flex Appeal' Through Partnership With Hip Hop Car Culture Icon

National Radio and TV Personality Funkmaster Flex Supports Premium Synthetic Motor Oil On-Air, Online and In-Person

WAYNE, N.J., Jan. 28 /PRNewswire/ -- 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.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050128/CGF015 )

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.

More About Funkmaster Flex

For more than a decade, Funkmaster Flex has been the most-listened-to DJ in the New York area reaching more than 2 million listeners every week through his now-nationally syndicated radio program. When he's on the air, 10 percent of all New York radio listeners tune in to his Hot 97.1 station.

Flex also hosts a half-hour Spike TV series called "Ride with Funkmaster Flex," which mixes celebrity personalities and car fanatics such as Eminem, Blink 182, 50 Cent and others with elements of car culture, including drag racing events and demolition derbies. The show features Flex's Team Baurtwell transforming several celebrity vehicles with tune-ups, customizations and beyond-your-wildest-dreams accessories. Team members comprise expert technicians and die-hard enthusiasts devoted to vehicle customization and performance.

The "Funkmaster Flex Super Series" is Flex's new TV show premiering this year on the same network. The show exposes the world of motorsports to new groups of people by providing up-close views of a new type of stock car racing and candid profiles of emerging drivers. Drivers from across the country compete during a 10-race season for cash and prizes, including Flex's own 1969 Z28 Camaro.

More About Castrol SYNTEC

For true automotive enthusiasts, getting the most power, best performance and highest fuel efficiency from their vehicles' engines takes the right combination of parts, hard work, and the best motor oil. Synthetic motor oils, such as Castrol SYNTEC, help keep engines cleaner longer and provide stability and endurance under extreme conditions that can cause conventional oils to break down. Automotive enthusiasts who demand the highest performance from their vehicles use Castrol SYNTEC.

Castrol SYNTEC is available at leading retailers nationwide and at select lube centers, repair shops, and dealerships. The "What and Where to Buy Castrol" feature at http://www.castrol.com/us directs vehicle owners to nearby locations where Castrol products are available.

BP Lubricants USA, Inc. markets premium lubricants and business-building programs directly to independent lube operators, service providers, new car dealers and leading retailers. Our leadership brands include: Castrol(R) GTX(R) -- a premium conventional motor oil; Castrol(R) GTX High-Mileage(TM) -- designed for vehicles with over 75,000 miles; Castrol(R) GTX(R) Start Up -- formulated to provide superior wear protection during the critical start-up period; Castrol(R) SYNTEC(R) BLEND(TM) -- with an added level of synthetic protection; Castrol(R) SYNTEC(R) -- a full-synthetic, super-premium motor oil; as well as our range of commercial transport lubricants and our successful Super Clean(TM) line of specialty products. To find out more about Castrol products and programs, please call 1-888-CASTROL or log on to http://www.castrol.com/us .

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050128/CGF015
AP PhotoExpress Network: PRN1
PRN Photo Desk, photodesk@prnewswire.com
Source: BP Lubricants USA, Inc.

CONTACT: Jeff Conlin of Ogilvy Public Relations Worldwide,
+1-773-931-3906, jeff.conlin@ogilvypr.com , or Mike Banas of Ogilvy Public
Relations Worldwide, +1-312-397-6076, mike.banas@ogilvypr.com

Web site: http://www.castrol.com/us


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