NEW YORK (CNNMoney.com) -- General Motors is pulling its advertising from CBS's reality hit "Survivor," according to a news report Wednesday.

A GM spokesperson said the decision was made about three months ago and is not related to the controversy surrounding next season's competition, which will pit tribes of different ethnicities against one another, TV Week said.

The new season of "Survivor," which debuts September 14, will be a race among races.

Last week, CBS (Charts) announced that, for the reality show's 13th edition, "Survivor: Cook Islands," 20 contestants will be organized into four tribes divided along ethnic lines - black, white, Hispanic and Asian.

GM (Charts) decided to pull its advertising from "Survivor" because sponsoring the show no longer fit the company's business objectives, TV Week said, citing a GM spokesperson.

"It's been a great relationship with the show," but it was difficult to integrate a car into a program that's set on an island, the spokesperson said, according to the report.

"GM has been a great partner on the show for 12 editions," a CBS spokesman remarked. "They informed us of this decision several months ago, and at that time they had no knowledge of the format."

The CBS spokesman declined to disclose which companies would sponsor the show this season.

CBS plans to air "Survivor" on the Web