The Auto Channel
The Largest Independent Automotive Research Resource
The Largest Independent Automotive Research Resource
Official Website of the New Car Buyer

Dodge Grabs Sponsorship of 2004 Lingerie Bowl; Proceeds from Inaugural Super Bowl To Benefit American Foundation for AIDS Research

LOS ANGELES--Nov. 2, 20034, 2003--Linking an established American brand with a first-time event that is also certain to become a staple of Americana, Dodge has agreed to become the presenting sponsor of Lingerie Bowl 2004. The announcement was made today by Mitch Mortaza, President of Horizon Productions, Inc. and creator/executive producer of the alternative pay-per-view programming to be shown during the halftime festivities of Super Bowl XXXVIII on February 1, 2004.

Lingerie Bowl 2004 ( will feature models/actresses Angie Everhart and Nikki Ziering quarterbacking 26 of the most beautiful, athletic and fiercely competitive models in a seven-on-seven, full-contact "tackle" football game.

The two teams, Team Dream and Team Euphoria, will be coached by two Pro Football Hall of Famers: Super Bowl champion and former New York Giant linebacker Lawrence Taylor and six-time Pro Bowler and former Los Angeles Rams running back Eric Dickerson. World-famous "ready to rumble" announcer Michael Buffer will open the show, Fox Sports commentator Mike Goldberg will handle the play-by-play, Traci Bingham will provide team sideline coverage, and Kylie Bax will report on the initial celebrity red carpet arrivals. Emmy-winning Super Bowl director Sandy Grossman will direct the broadcast. The event is projected to break worldwide viewership marks.

"The Super Bowl is the biggest sporting event of the year, seen by millions of people around the world. However, it can be difficult for advertisers to break through all of the clutter surrounding this event," said Julie Roehm, Director, Dodge Communications. "Horizon Productions has created a unique alternative to Super Bowl halftime programming that will attract the Dodge brand's core demographic and provides us with the opportunity to showcase the products that will appeal to this audience, like the all-new Dodge Durango, the Ram pickup truck and the soon-to-be-released Dodge Magnum. All of these vehicles offer the unparalleled power and performance of the HEMI(R) engine, making them as unique to their automotive segments as this program is to the world of entertainment."

"We are very fortunate to partner with an industry leading brand like Dodge that truly understands the value of being associated with an event that will garner tremendous worldwide viewership and appeal," stated Mortaza.

As presenting sponsor, Dodge will have a presence on the Lingerie Bowl website, signage around the stadium, logos on all apparel, vehicle displays and advertising before and during the broadcast.

Proceeds from the inaugural pay-per-view event will benefit The American Foundation for AIDS Research (amfAR), the nation's leading nonprofit AIDS research, prevention and treatment organization.

"As a company that prides itself in giving back to the community, Dodge is also pleased to support an event whose proceeds will benefit the millions of people in this country afflicted with the AIDS virus," added Roehm.

Dodge builds a full line of cars and trucks including the Neon, Intrepid, Stratus, Caravan and Grand Caravan minivans, Ram pickup, Dakota pickup, Durango sport-utility vehicle, and Viper, the ultimate American sports car. In 2002, the Dodge brand sold 1.26 million vehicles, with the Dodge Ram being the leading seller.