Hot 97 DJ and noted car enthusiast Funkmaster Flex has entered into an endorsement agreement with JL Audio, a Miramar, Fla.-based company that makes aftermarket auto sound components.
Under the new alliance, Flex will be JL Audio's top endorser throughout North America and will play an active role in promoting and marketing the company's high-end mobile entertainment line.
Though specific terms of the agreement were not disclosed, the deal will allow JL Audio products to be integrated into Flex's upcoming shows.
"Before I even knew anyone at JL, I was a big fan of their products," said Flex, host of ESPN2's All Muscle and Spike TV's Ride with Funkmaster Flex. "They were in my personal vehicles, which for me is important, because I won't stand next to a brand that's "cold" out on the streets, no matter what."
"For me, the union of Flex - the world's most powerful DJ, and JL Audio - which produces the hottest sound systems in the business - was a no-brainer. And, a natural evolution for both parties after years of mutual support," added Ken Brooks, a managing partner at CAE who structured the Flex/ JL Audio endorsement deal.
Brooks has been a chief architect in almost every brand relationship Flex has entered, and also recently negotiated a wide-ranging multi-year endorsement deal between Flex and Greyhound.
The new partnership is part of a long-standing marketing venture between Flex and JL Audio, a fourth-year sponsor of the Funkmaster Flex Custom Car & Bike Show.
"The ever-evolving car audio market represents a key foundation for our company," stated Andy Oxenhorn, JL Audio president. "Flex continues to provide us with a platform to connect with a hard-to-reach demographic, and thus continue our growth."
Flex and JL Audio will also work together to promote products via the web, print and live events.