It's the end of an Olympic era as Eastman Kodak will conclude its sponsorship as the "Official Imaging Sponsor of the Olympics" after the 2008 Beijing Summer Games.
Kodak joined the IOC's premier TOP sponsor program in 1986. Kodak projects in Beijing will include an Image Center for photojournalists' use, a clinic with diagnostic imaging equipment, and badging services.
The end of the Kodak sponsorship opens the category of film/photographics and imaging to new companies. Fuji, Kodak's main competitor, was a sponsor for the 1984 Summer Games in Los Angeles.
With the decline in the use of film in favor of digital imaging, the IOC may use Kodak's departure to redefine the category as it searches for a replacement. The value of a TOP sponsorship is around $60 million for a four-year span, according to AroundtheRings.com.
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