Kodak Renews PGA Tour Partnership; Tweaks Strategy To Focus On B-to-B
Eastman Kodak Company and the PGA TOUR have extended their Official Marketing Partnership, which began in 2008, through 2016. This time around, however, Kodak will focus its efforts on other businesses rather than consumer marketing.
Beginning in 2012, Kodak's partnership with the PGA TOUR will be structured around Kodak's strategic focus on its business-to-business segments and will put greater emphasis on client hospitality and entertainment.
"We are happy to announce the extension of our Official Marketing Partnership with the PGA TOUR through 2016," said Pradeep Jotwani, Chief Marketing Officer of Kodak. "This extended partnership will allow us to better meet our changing business objectives by expanding our PGA TOUR tournament presence both domestically and internationally, a shift that is important to Kodak and its global business efforts."
Kodak will not be renewing its sponsorship of the Kodak Challenge, a season-long competition where players competed for $1 million through a series of signature "Kodak Challenge" holes at over 30 tournaments on the PGA Tour throughout the year.
"Kodak has been an outstanding partner for the PGA TOUR and we could not be more pleased that Kodak chose to extend its partnership with us," said Tom Wade, PGA TOUR Chief Marketing Officer. "We look forward to collaborating with Kodak to better meet its evolving business objectives."