Kodak Enters Marketing Partnership with PGA TOUR
ROCHESTER, NY, and PONTE VEDRA BEACH, FL.- Eastman Kodak Company (NYSE:EK) announced today that it has entered into a strategic marketing partnership with the PGA TOUR. The six-year, multi-million dollar agreement begins in 2008 and will include corporate hospitality and season-long tournament branding on scoreboards, as well as additional sponsorship elements that will be announced at a later date.
“As Kodak has transformed into a new company, our marketing strategy has also evolved. We are thrilled to begin a relationship with the PGA TOUR, which will provide us with a unique opportunity to directly connect with our customers and to showcase Kodak’s products, innovations, and services,” said Jeffrey Hayzlett, chief business development officer and vice president, Eastman Kodak Company. “This is a natural fit for the Kodak brand, which is known the world over for imaging innovation. We look forward to collaborating with the PGA TOUR team to enhance the tour experience for golf fans around the world.”
To kick-off the relationship in 2008, Kodak will be featured on the new digital scoreboards that are in place at virtually all official PGA TOUR events. One side-panel of the scoreboards will be redesigned to reflect Kodak’s familiar yellow and red logo. Kodak will also host corporate hospitality and entertainment venues at selected TOUR events.
“We couldn’t be more pleased to announce this new partnership with Kodak, an incredibly well-known brand with a tremendous reputation,” said Tom Wade, executive vice president and chief marketing officer, PGA TOUR. “It is important to the TOUR to continue forging sponsorships with companies like Kodak that are synonymous with quality and tradition, the same positive values that we stand for.”
The Diamond Vision LED scoreboards, which were phased in throughout the 2007 PGA TOUR season, will be fully in use throughout 2008. The digital boards have created a dramatic fan enhancement as they are situated at strategic locations on the course at PGA TOUR events, allowing spectators to stay in touch with the action going on around them. As such, Kodak will have its brand associated with these new scoreboards, with 11 on site at a given week’s tournament.
Each digital high-resolution scoreboard is capable of showcasing PGA TOUR players in a new, more-engaging way through video, key statistics, graphics, logo animation, and other fan enhancements that are easily visible to spectators on TOUR courses. Each one-ton board has an active digital display that is more than 7˝-feet high by 20-feet long.
About Eastman Kodak Company
Kodak is the world’s foremost imaging innovator. With sales of $10.7 billion in 2006, the company is committed to a digitally oriented growth strategy focused on helping people better use meaningful images and information in their life and work. Consumers use Kodak’s system of digital and traditional products and services to take, print and share their pictures anytime, anywhere; Businesses effectively communicate with customers worldwide using Kodak solutions for prepress, conventional and digital printing and document imaging; and Creative Professionals rely on Kodak technology to uniquely tell their story through moving or still images.
The PGA TOUR is a tax-exempt membership organization of professional golfers. Its primary purpose is to provide competitive earnings opportunities for past, current and future members of the PGA TOUR, Champions Tour and Nationwide Tour; to protect the integrity of the game; and to help grow the reach of the game in the U.S. and around the world.
In 2008, the three Tours are competing in approximately 108 events for approximately $355 million in prize money. Tournaments are being held in nine countries outside the U.S. and in 37 states. In addition to providing competitive opportunities for its membership, TOUR events also generate significant funds for local charities. In fact, the three Tours have surpassed the $1 billion mark in overall charitable contributions. The PGA TOUR’s web site address is www.pgatour.com and the company is headquartered in Ponte Vedra Beach, FL.
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