Eurpean aircraft manufacturer Airbus' A380, the world's largest double-deck jet airliner, lands at Guarulhos international airport, in the outskirts of Sao Paulo, Brazil, on March 22, 2012. The A380 is in Brazil as a part of its world tour to promote its capacity to fit in all airports. AFP PHOTO/Yasuyoshi CHIBA (Photo credit should read YASUYOSHI CHIBA/AFP/GettyImages)(Photo: AFP Getty Images AFP/Getty Images)



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(CultureMap Austin) -- Dallas-based Southwest Airlines and SeaWorld Entertainment are ending their 25-year-old marketing partnership, effective at the end of 2014. According to a release by the airline, Southwest and SeaWorld "have mutually decided not to renew their partnership," and the decision was "based on shifting priorities."


"Southwest and SeaWorld have enjoyed their long relationship and wish each other continued success," the release concludes.


Southwest has been the object of a series of protests by animal activists who object to the way whales, dolphins and other marine animals are treated by SeaWorld. In January, a group protested outside the company's Dallas headquarters.


Southwest took a measured response, posting on its blog that it had received feedback regarding its partnership with SeaWorld from customers and community members, saying, "We want our customers to know that we've heard your concerns and we do not take them lightly."


SeaWorld has been under fire ever since the release of Blackfish, a documentary starring a quartet of former SeaWorld employees that raises questions about the marine park's treatment of its animals and the safety of its staff. In 2010, SeaWorld trainer Dawn Brancheau was killed by an orca named Tilikum.


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