Southwest Air, SeaWorld End Partnership - Wall Street Journal

July 31, 2014 8:11 p.m. ET

The CEOs of Southwest and SeaWorld shake hands while showing off the specialty plane, Penguin One, in June 2013. Southwest Airlines via AP Images

Southwest Airlines Co. LUV +0.53% Southwest Airlines Co. U.S.: NYSE ^$28.43 +0.15 +0.53% Aug. 1, 2014 4:02 pm Volume (Delayed 15m) : 5.63M AFTER HOURS ^$28.55 +0.12 +0.42% Aug. 1, 2014 6:09 pm Volume (Delayed 15m) : 97,504 P/E Ratio 18.22 Market Cap $19.38 Billion Dividend Yield 0.84% Rev. per Employee $404,854 07/31/14 Southwest Air, SeaWorld End Pa... 07/28/14 FAA Accuses Southwest Airlines... 07/24/14 Southwest Airlines Eyes Intern... More quote details and news » LUV in Your Value Your Change Short position and SeaWorld Entertainment Inc. SEAS -0.36% SeaWorld Entertainment Inc. U.S.: NYSE ^$27.75 -0.10 -0.36% Aug. 1, 2014 4:00 pm Volume (Delayed 15m) : 501,653 AFTER HOURS ^$27.75 0.00 % Aug. 1, 2014 4:28 pm Volume (Delayed 15m) : 1,402 P/E Ratio 61.67 Market Cap $2.51 Billion Dividend Yield 3.03% Rev. per Employee $955,953 07/31/14 Southwest Air, SeaWorld End Pa... 07/18/14 Activists Step Up Campaign Aga... 07/17/14 Blackstone's Profit More Than ... More quote details and news » SEAS in Your Value Your Change Short position are terminating their 26-year-old marketing relationship, the companies said Thursday, as the theme-park company faces pressure from animal-rights groups over the treatment of captive killer whales.

In a joint statement, both companies said they decided not to renew a promotional marketing partnership that began in 1988, citing "shifting priorities." The partnership will end at the close of this year.

Southwest was the park's official domestic airline partner, said SeaWorld spokesman Fred Jacobs. Images and logos for the parks were emblazoned on several Southwest planes, while SeaWorld promoted the carrier in its three parks. Southwest will continue to offer SeaWorld visits in its vacation packages, Mr. Jacobs said. Southwest planes that featured images of SeaWorld orcas will be repainted.

Animal-rights activists had pressured Southwest to end its relationship with SeaWorld, saying the carrier helped support animal cruelty.

When asked whether this pressure contributed to the decision to terminate joint marketing, Southwest spokeswoman Marilee McInnis said it was "strictly a business decision… .Southwest and SeaWorld mutually determined that we wanted to redirect resources in other directions."

SeaWorld has come under fire for the treatment of its 29 captive killer whales after the 2013 documentary film "Blackfish" examined the death of a SeaWorld trainer killed by a captive orca and argued their captivity can help trigger attacks. A campaign by People for the Ethical Treatment of Animals, and a California bill to end the orca shows have also prompted to park to defend its practices. SeaWorld said it spends tens millions of dollars caring for the whales and animal welfare is its highest priority.

"We're really thrilled and excited to see this day come, for them to side with the orcas and animals and end their partnership with SeaWorld," said David Byer, senior corporate liaison for PETA.

Write to Sheila V Kumar at sheila.kumar@wsj.com

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