PartyPoker.com Replaces Chrysler as Lingerie Bowl Sponsor

After getting cold feet and bowing to interest groups, Chrysler withdrew its planned sponsorship of the Lingerie Bowl, the "alternative" pay-per-view half-time show featuring women wearing next to nothing while playing contact football. Event producer Horizon Productions has found a replacement sponsor signing a deal with PartyPoker.com. Earthquake Media in New York negotiated the deal on behalf of PartyPoker.com but terms were not disclosed. Our guess is PartyPoker got a great deal. It's also a much better match of media and advertiser.

"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."