The Ansell-owned company agreed a six-figure deal to become the show's headline sponsor in April (Marketing, 28 April).
However, Ofcom has ruled that the brand's presence on a Sunday afternoon slot on ITV would be inappropriate and has vetoed Mates' application. ITV has now signed up Privilege, Direct Line's insurance brand for women, as a replacement.
Mates said it was disappointed with the ruling. 'We find it ridiculous that a brand whose intrinsic properties promote health and safety cannot gain the leeway for an appropriate sponsorship opportunity,' said head of marketing Stephanie Surrey.
Formula Woman, which is organised by motor sports governing body British Automobile Racing Car, will air on ITV this Sunday.
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