DaimlerChrysler is however not cutting its ties with the event, but instead it will focus its marketing activities on the sporting side of the game. Chrysler's agency BBDO Detroit was also involved in brokering the Lingerie Bowl deal.
The Lingerie Bowl takes place during halftime of the NFL's Super Bowl on February 1st and is available as a pay-per-view event for $19.95.
Chrysler's Dodge brand can still be seen prominently displayed on the website, which features pictures of the 'players', some of whom have posed for Playboy in bras, panties and elbow pads trimmed with lace.
When it announced its sponsorship last week James Kenyon, a spokesman for Chrysler, said: "It's another way for us to break through the advertising clutter.
Chrysler's involvement was described by John Antil, professor of marketing at the University of Delaware as horrendous.
"It is blatantly chauvinistic. You have the potential of offending a significant amount of people and what is the message? I am going to think the car is sexy or it makes me look more macho. It's a boneheaded move," he said.
The Dodge ram logo was due to appear on the bras worn by the players. Dodge makes a range of sports utility vehicles and is best known for its pick-up trucks and traditional male target audience.
Senior executives at Chrysler, including chief executive Dieter Zetsche, distanced themselves from the event. Zetsche said he, along with chief operating officer Wolfgang Bernhard and marketing chief Joe Eberhard, knew nothing about the deal for Dodge to sponsor "Lingerie Bowl" until after it had been approved by marketers at Dodge.
"I am responsible for everything we do at Chrysler, but I didn't know about it," Zetsche told the Wall Street Journal.
Julie Roehm, Chrysler's director of marketing communications, who approved the idea to sponsor the event told the paper that changes could now see the players donning sports bras instead of bras and knickers.
Roehm said the players were picked not just for their curves, but for their sporting ability.
"It was pitched to us as a lingerie fashion show and an athletic event. The players are practicing twice a week and were selected not just for their physical beauty but also because of their athletic ability."
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