Kodak Out Of The Picture

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Eastman Kodak Company will end its 22-year involvement in NASCAR racing when it pulls its sponsorship and marketing support of the sport at the end of the season.

Kodak announced it will conclude its corporate sponsorship of motorsports with NASCAR and Penske Racing effective at the end of 2008.

“NASCAR and Penske Racing have been great partners for Kodak. These have been wonderful relationships that have served us well and we celebrate all we have done together,” said Kodak’s Betty Noonan, Director and Vice President, Corporate Marketing and Branding. “Just as we have transformed our company, we are transforming our marketing. We want to express our deepest thanks to our friends at NASCAR and Penske Racing for their partnership and support. We remain big fans and wish them continued success.”

Last December Kodak announced a new marketing partnership with the PGA TOUR that includes the Kodak Challenge competition and Kodak branding on digital scoreboards. Noonan added that Kodak is now focusing on opportunities to engage customers in other countries.

About 60% of Kodak’s sales are outside the United States. Kodak has been a sponsor of NASCAR since 1986 and Penske Racing since 2004.

This season Kodak was a primary sponsor of the #12 Dodge in six NASCAR Sprint Cup Series races and an associate sponsor on the No. 3 and No. 6 Team Penske cars in the IndyCar Series.

Kodak has been a part of four Daytona 500 wins, this year with Ryan Newman, in 1994 and 1995 with Sterling Marlin, and in 1991 with Ernie Irvan.

Other drivers who have flown Kodak colors over the years include Brendan Gaughan, Travis Kvapil, Mike Skinner, Bobby Hamilton and Kevin Lepage.

Related Topics:

Monster Energy NASCAR Cup, 2008

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