Poker Site Signs as New Lingerie Bowl Sponsor | Adweek Poker Site Signs as New Lingerie Bowl Sponsor | Adweek
Advertisement

Poker Site Signs as New Lingerie Bowl Sponsor

Advertisement

NEW YORK PartyPoker.com has signed on as the new sponsor of the inaugural Lingerie Bowl after the original, Chrysler's Dodge unit, withdrew over complaints from consumers and dealers.

EarthQuake Media in New York negotiated the sponsorship deal for the 3-year-old online gambling site, a representative said. Terms were not disclosed.

The Lingerie Bowl, being held at the Los Angeles Memorial Coliseum during halftime of Super Bowl XXXVIII on Sunday, Feb. 1, will feature two teams of lingerie-clad models, coached by former NFL players Lawrence Taylor and Eric Dickerson.

"It is refreshing to have a title sponsor that is decisive and does not allow a few radical groups to dictate how they spend their advertising dollars or with whom they partner," Mitch Mortaza, president of Horizon Productions and creator/executive producer of the event, said in a statement. "Our new partners will allow us to produce the kind of sexy and edgy Lingerie Bowl that made the event such a media darling and fan favorite."

PartyPoker.com general manager Vikrant Bhargava called the pay-per-view program "a truly unique, unconventional event with strong mass appeal."

Separately, the AIDS Research Alliance of America has been named the game's charity partner.