KODAK ENDING OLYMPIC SPONSORSHIP
Photography and imaging firm Eastman Kodak Co. said Friday it will end its sponsorship of the Olympic Games following the Summer Olympics in Beijing in 2008 as the company moves in a new direction.
"Our new business strategy requires us to reassess our marketing tactics as well, and adapt them to changing market conditions and evolving customer behavior," Kodak's director of brand management, Elizabeth Noonan, said in a statement.
Kodak is one of 12 sponsors in "The Olympic Program," the top tier of business partnership for the games. Kodak will provide an imaging center for photojournalists, a diagnostic center to treat athlete injuries and imaging for Olympic identification badges during the games in Beijing.
The decision by Kodak sparked a number of thoughts as I read about their 'new business strategy' and how Kodak will 'adapt to changing market conditions and ...evolving customer behavior.'
The random thoughts?
Overall, the announcement made me think that the new age of an Olympic photographic sponsor is more apt to be a growing and global company, such as Getty Images.
Secondly, Kodak, as the Olympic sponsor/advertising incumbent, had a huge investment into the Olympic movement and a program for consumer outreach that touched sports fans, media and professional photographers, alike. But, the changing world - i.e. the prevailing use of digital photography - made a high-priced Olympic sponsorship a luxury that could not be afforded. (And, keep in mind that they know that the 2012 Olympics in London will be a tremendous platform).
Lastly, I applaud and agree with Kodak's decision. While I am never one to 'give up' in my sports marketing endeavors, there is a time to fold the hand and toss the cards back in the deck for a re-shuffle.
Times have changed in the world of photography. I actually spend time "worrying" about the future of the still image. The beauty of a black and white action photo, the art of capturing the image and preserving it for eternity.
What will "still" photography be and become in 5-10-20-25 years?
My daughters - on their own - both decided (at different times, I might add) to take after-school photography classes. They have been taught the artistry that is photography. They have been taught how to develop film in a dark room. It will be a "lost art," no doubt. They dream of being 'real' photojournalists.
Will the dream change in front of their eyes? I wish I could change that, for old-times sake, but Kodak's decision illustrates the cold, hard truth.
It's too bad, isn't it?
Time and progress march on.
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