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Eastman Kodak Co. extended its sponsorship for the 1996 Summer Olympics in Atlanta by becoming a sponsor for 23 U.S. sports federations. Kodak plans to pair national retailers with specific sports. Separately, Kodak recently confirmed it's reviewing agencies for a new worldwide corporate brand campaign.

Also Olympics-bound is Holiday Inn Worldwide, which this month announced it's the official hotel sponsor for the 1996 Games. The sponsorship for the Atlanta-based chain includes national exposure as the official provider of rooms during the 84-day Olympic Torch Relay from Los Angeles to Atlanta, set next year for April 27 to July 19. The sponsorship's value was not available.

Ford Motor Co. became first founding sponsor of Daytona USA, a multimedia motorsports entertainment attraction that will open in the summer of 1996 at the Daytona International Speedway in Daytona Beach, Fla.

Chrysler Corp.'s Voyager minivan is the official sponsor of the second annual "Play it Safe" consumer safety program touring more than 60 shopping malls nationwide starting next month. Minneapolis-based General Growth Management, the nation's No. 3 shopping center manager, is coordinating the program though its in-house agency.

Qualex, Continental Airlines and Walgreens Drug Stores are launching a promotional marketing campaign April 30 providing consumers with discount certificates on air travel every time they order Super Size 4-inch color Qualex prints at Walgreens photo centers nationwide. "The Shoot for the Sky" promotion runs through May 28. Dorf & Stanton Communications, New York, handles.

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