By JOHN PORRETTO, AP Auto Writer DETROIT - Chrysler has withdrawn its sponsorship from a Super Bowl halftime
football game between lingerie-clad models, saying its role has become a
distraction.
Organizers said the
contest will go on. Chrysler Group's Dodge
brand had signed on to sponsor the pay-per-view event, scheduled for Feb. 1,
but the automaker said Wednesday it has reversed that decision. The company,
part of DaimlerChrysler AG, has received criticism from some customers and
dealers who consider the game sexist. "Dodge brand's
sponsorship of the Lingerie Bowl has become a distraction," George E.
Murphy, DaimlerChrysler's senior vice president for global marketing, said in a
statement. Mitch Mortaza, creator
and executive producer of Lingerie Bowl 2004, said last week he had assured
Chrysler officials the game will be more than a lurid panty party. The contest will feature
14 models — seven to a team — playing tackle football dressed in
lingerie and some protective equipment. Former professional players Eric
Dickerson and Lawrence Taylor will coach the teams. The program will air on
pay-per-view channels for $19.95. Mortaza said Wednesday
he was disappointed by Dodge's decision, "especially since we were led to
believe they were behind it 110 percent." "Not only did Dodge
evaluate the event for four months before committing, but the details and
marketing plan ... have not changed since its inception," Mortaza said. In a separate
announcement, organizers said the game will be played at the Los Angeles
Memorial Coliseum. They did not mention another presenting sponsor. Chrysler officials had
said they expected some criticism for associating with the event, but it was a
marketing risk the automaker was willing to take because it broke through the
Super Bowl's advertising clutter. The automaker had said
it would use the Lingerie Bowl to pitch Dodge cars and trucks bought primarily by
men. Charles
Mims |
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