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News > Funny Money
Dealers may sack Dodge Lingerie Bowl
Report: Association meets automaker, asks it to pull sponsorship of racy Super Bowl half-time show.
December 17, 2003: 11:11 AM EST

NEW YORK (CNN/Money) - Chrysler's plans to sponsor the Lingerie Bowl, a pay-per-view football game between models in lingerie on Super Bowl Sunday, may have been sacked by the company's own dealers.

These two athletes may need a new sponsor for their Lingerie Bowl.  
These two athletes may need a new sponsor for their Lingerie Bowl.

But for those ready to plunk down the $19.95 for the half-time show, fear not. Another company has already approached the producers about replacing Chrysler's Dodge brand as sponsors, according to the Wall Street Journal.

"Our recommendation is to pull out," Jack Carroll, president of the National Dodge Dealer Advertising Association, told the paper.

"We don't think it's a good depiction of out brand. It's not an association we feel comfortable with, for obvious reasons. Every dealer I've talked to is not in favor of this relationship."

The dealer association met with Chrysler officials Monday and the automaker is expected to decide whether to continue with its plans to sponsor the event, the Journal reported.

In a video clip on the Lingerie Bowl's Web site,, the event's sideline reporter says "we're hoping the clothing stays on. We're hoping the bra straps don't break."

Lingerie Bowl

Lingerie Bowl's producer, Horizon Productions, told the paper one unidentified company approached it about replacing Dodge as the sponsor.

Horizon plans to send the players on a 13-city tour starting Jan. 10 to promote the Feb. 1 event.

It said it would like to have a new sponsor in place by then, according to the Journal.  Top of page

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