Southwest Airlines and SeaWorld will end their long term marketing partnership later this year, after the airline was embroiled in the controversy surrounding the ‘Blackfish’ documentary last year for its association with SeaWorld.
Both companies said the mutual decision was made based on "shifting priorities" and will end when the current agreement expires at the end of the year.
Three aircraft currently in SeaWorld livery will be repainted in traditional Southwest colors, the airline said.
Since the documentary aired, Southwest has come under pressure from activists to distance itself from SeaWorld with petitions and demonstrations targeting the Dallas-based carrier.
Shifting priorities to new international markets was the reason given by the airline for ending the collaboration, which has lasted over 25 years.
SeaWorld will in turn target new markets in Latin America and Asia.
Neither party mentioned the public backlash resulting from the film which SeaWorld has called "inaccurate and misleading."
However although Southwest spokeswoman Marilee McInnis said it was a business decision, she said the airline had been in "listening and education mode."
"Southwest has engaged and heard from conservationists, SeaWorld supporters and others on all sides of this issue," McInnis said.
The carrier will continue working with SeaWorld offering packages through Southwest Vacations.
