"Southwest Airlines and SeaWorld said on Thursday they are ending a longtime marketing partnership, as the airline faces pressure from animal rights groups critical of the marine life conditions at its popular tourist attractions.

The companies called it a mutual decision to drop the contract when it expires at the end of the year. SeaWorld Entertainment Inc and Southwest Airlines Co began joint promotions in 1988.

"The companies decided not to renew the contract based on shifting priorities," they said in a joint statement."

Letitia Stein reports for Reuters August 1, 2014. [2]