Oscar Mayer drops Super Bowl halftime show sponsorship

MADISON, Wis. (AP) — Sexy songs have cost the Super Bowl halftime show its sponsor. Oscar Mayer Foods Corp. is pulling its sponsorship fr...

MADISON, Wis. (AP) — Sexy songs have cost the Super Bowl halftime show its sponsor.

Oscar Mayer Foods Corp. is pulling its sponsorship from the broadcast, in part because last January's program was not "family-oriented,'' said Rick Searer, president of the food company said Wednesday.

The broadcast during the Green Bay Packers' victory over the New England Patriots included James Brown singing "Get Up, I Feel Like Being a Sex Machine'' and rock group ZZ Top playing songs such as "Legs.''

Oscar Mayer was the halftime show's sole sponsor the past two years.

"We strive hard to maintain a certain image and I think we were disappointed in the content of the show,'' Searer said.

Oscar Mayer also wants to spread its advertising dollars around instead of investing so much in one high-profile event, spokeswoman Shelagh Thomee said.

Thomee declined to say how much Oscar Mayer spent on the halftime show, except that it exceeded the $1.3 million that Fox Television charges for 30-second ads during the Super Bowl.

Oscar Mayer has advertised during NFL games for 15 years, making it the league's longest-standing sponsor, NFL spokesman Chris Widmaier said.

The Madison-based company is a division of Kraft Foods, which is owned by Philip Morris Cos.

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Today's Latest news, Know What's happening in India- with Timesnowindia.com: Oscar Mayer drops Super Bowl halftime show sponsorship
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