Kodak to end 100-year Olympic sponsorship tie

by Ed Kemp, Marketing 17-Oct-07

Kodak is to step down as an Olympic top-level sponsor following the conclusion of Beijing 2008, ending one of sport's most enduring sponsorship partnerships.

The photographic company, which has been an Olympic partner for more
than a century, follows General Motors in its decision not to renew its
global sponsorship of the Games.

Canadian finance brand Manulife, which has yet to renew its sponsorship

with the IOC beyond Beijing, is unlikely to do so either, according to

industry experts.

The IOC has 12 companies in place for the Beijing Olympics, and aims to
have the same number installed for its next Olympic cycle, which spans
the Vancouver Winter Olympics in 2010 and London 2012. Eight brands are
confirmed to date: Visa, Coca-Cola, McDonald's, Omega, Panasonic,
Samsung, General Electric and Atos Origin.

TOP partners Johnson & Johnson and computing giant Lenovo have also yet
to extend their sponsorship deals. However, it is understood that the
IOC has agreed another global sponsorship deal from an as-yet
undisclosed brand.

The response of brands for sponsorship of the London 2012 games has been
more positive, with Lloyds TSB, EDF and Adidas all confirmed as tier-one
partners.

The London Organising Committee of the Olympic Games (LOCOG) is seeking
sponsors in the clothing, homewares, oil, gas, telecommunications,
automotive and airline sectors. It has attracted interest from
supermarkets and beer brands regarding tier-one sponsorship.

Royal Mail is understood to be considering a second- or third-tier deal.