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The three-year-old sponsorship deal between NFL and the marketers of erectile dysfunction drug Levitra will not be renewed after it expires in March, 2006. Brian McCarthy, an NFL spokesman, said the league chose to end the relationship because the ads of Levitra shifted from men’s health to a performance, lifestyle issue and the change in advertising strategy made the NFL uncomfortable about the partnership.

Some of the ads of erectile disfunction drug Levitra had been criticized for their racy content, along with other ads for erectile dysfunction, adding to the backlash against direct-to-consumer pharmaceutical advertising. Guidelines adopted by the drug companies last year say direct-to-consumer ads should be targeted to avoid audiences that are not appropriate for the message, a move widely viewed as limiting children’s exposure to them.

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