Chrysler Exits ‘Lingerie Bowl’

LOS ANGELES Citing numerous complaints from consumers and dealers, Chrysler has withdrawn its sponsorship of the Lingerie Bowl, a pay-per-view event scheduled for halftime at Super Bowl XXXVIII.

The game between 14 models clad in lingerie was to have been sponsored by the client’s Dodge brand to promote cars and trucks bought primarily by men.

“Dodge brand’s sponsorship of the Lingerie Bowl has become a distraction,” George Murphy, DaimlerChrysler’s senior vice president, global marketing, said in a statement on Wednesday. The company had received criticism from some customers and dealers who consider the game sexist, he said.

Mitch Mortaza, creator and executive producer of Lingerie Bowl 2004, said 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.

He said the game will be played at the Los Angeles Memorial Coliseum, but did not say whether another presenting sponsor would be on board. Former professional football players Eric Dickerson and Lawrence Taylor will coach the teams.

— Brandweek staff report