Chrysler Prevents Birth Of Problems Withdraws From Lingerie Bowl

Chrysler Withdraws From Super Bowl Halftime Football Game Between Lingerie-Clad Models

DETROIT December 17, 2003; John Porretto writing for the AP reported that Chrysler has withdrawn its sponsorship from a Super Bowl halftime football game between lingerie-clad models, saying its role has become a distraction.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.