Tonight when you watch the Academy Awards, you'll witness the end of an era. Eastman Kodak has given up its sponsorship of the famed Kodak Theatre as it contends with bankruptcy.
Since 2008 its motion picture stock film business, a significant form of revenue for the company, dropped in half, from $1.57 billion to the current $763 million, because more filmmakers are preferring digital media over film.
As you consider potential partners for your sponsorship program, pay attention to trends and their implications to help you anticipate industries on the upswing and the potential for companies, including your own sponsors, that may be struggling or on the downswing.
Here's hoping Eastman Kodak reinvents itself.