They were in the news a lot in the run up to the superbowl. 2004 was their first year. Dodge was going to be the sponsor, then wasn't, then was, then wasn't. Eventually PartyPoker became the major sponsor. Somehow it wasn't that successful, but they're auditioning for 2005, so it wasn't a washout either.
http://www.lingeriebowl.com
http://www.footballhotties.com