Oil filter brand Fram will partner with freestyle motocross rider Brian "The General" Deegan, for the 2013 season. "When you think of creativity and leadership in motorsports you think of Brian Deegan," said Josh Gordon, marketing director for Fram Filtration. Being aligned with Brian gives Fram Filtration the opportunity to connect with a younger demographic that may not have had exposure to the brand."
The company announced the deal at the Performance Racing Industry Show in Orlando and was followed by an autograph signing and fan meet-and-greet with Deegan. Fans and show attendees were also encouraged to engage with FRAM and Deegan through social media channels, which included a dedicated Twitter hashtag #DeeganFRAM.
The 2013 season will have Fram joining marquee brands such as Rockstar Energy, Ford, DVS, Lucas Oil, and Makita as official partners of Deegan Motorsports.