Kodak is to end its long-running role as the Olympics' official imaging sponsor after next year's Games in Beijing.
The photographic giant has been involved with the Olympics for more than 100 years and has been a major sponsor since 1986.
Kodak said the decision was linked to the efforts to transform itself from a photographic film manufacturer to a broader imaging company. Savings will be invested in other marketing initiatives.
In August, General Motors, which spends $100 million on the Games during Olympic years, announced it was withdrawing as a sponsor after the Beijing event.
Join a growing community of media, marketing and advertising professionals today
Read exclusive registrant only articles
Read more articles each month
Sign up for free specialised news bulletins
Register NowGet the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events
Become a memberGet the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
Create an alert now
