This July, Kodak will begin co-sponsoring on CNN worldwide "CNN Olympic Updates," regular reports on athletes and sporting events.
"It is the first time we've made a global effort like this," said Richard Bartlett, director and VP-worldwide marketing communications and brand management.
Kodak will adapt current ads-primarily for Kodak Gold film-with a new ending announcing the sponsorship. That creative will run for the first five months, followed by Kodak's long-awaited global corporate branding campaign.
While Kodak has not yet named an agency, among those being considered are Young & Rubicam, D'Arcy Masius Benton & Bowles and J. Walter Thompson USA, New York; and Ogilvy & Mather, Atlanta and New York.
The move follows a number of other Kodak Olympic-related promotions, including a sponsorship of 23 U.S. sports teams announced last month and a December deal with NBC to sponsor its telecast of the Games.
Kodak and IBM will share sponsorship of the 3- to 5-minute Olympic Updates. The segments will run four times on the first Saturday of each month from July through January 1996. Frequency will increase to every Saturday in January through April '96, and run daily from May through the start of the Games in mid-July.