Lingerie Bowl Will Be More Than A Panty Party

POSTED: 10:26 AM PST December 10, 2003

DETROIT -- The creator of the Lingerie Bowl assures sponsor Dodge that the pay-per-view program will be more than a paltry panty party.

The idea of a bra-and-panty fest "concerned Dodge executives, as it should, because that's not what they were sold," said Mitch Mortaza, creator and executive producer of Lingerie Bowl 2004, which will take place during the Super Bowl on Feb. 1.

The contest will feature 14 models playing a real game of tackle football dressed in low-riding, lace-lined "boy shorts" and sports bras and some protective equipment. Former professional players Eric Dickerson and Lawrence Taylor will coach the teams.

The program will air on pay-per-view channels for $19.95.

Officials at DaimlerChrysler AG's Chrysler Group, which owns the Dodge brand, have said they expected some criticism, but it was a marketing risk the automaker was willing to take to break through the Super Bowl's advertising clutter.

The automaker has said it will use the Lingerie Bowl to pitch Dodge cars and trucks bought primarily by men.

"We don't want to compromise the girls in any way, but we don't want to lose the appeal of this thing," Mortaza said. "It's going to be a refreshing, sexy alternative for those who are bored with Super Bowl halftime."