Kodak to end Olympics sponsorship after 2008 games
Kodak to end Olympics sponsorship after 2008 games
NEW YORK (Reuters) – Eastman Kodak Co said on Friday it will end its long-standing sponsorship of the Olympics after the 2008 Beijing Games.
Kodak has been one of 12 top-tier sponsors of the Games for some 20 years, running a Kodak Image Center for photojournalists to edit and transmit their pictures of competitions, a diagnostic imaging clinic to treat athletes and an accreditation facility.
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The company is in the final stages of a long, expensive shift away from film toward digital products, and said it needed to reevaluate its sponsorship strategy.
“Our new business strategy requires us to reassess our marketing tactics as well, and adapt them to changing market conditions and evolving customer behavior,” said Kodak director of brand management, Elizabeth Noonan.