LOS ANGELES: The International Olympic Committee (IOC) and Xerox Corporation have announced that their worldwide sponsorship agreement would not extend. It was due for renewal in December 2004.

An official release informs that Xerox has been a long-standing partner of the Olympic Movement since 1964 and joined the IOC’ worldwide Olympic sponsorship programme in 1994. As the exclusive provider of document publishing systems, services and supplies, Xerox has been an instrumental partner in the publication and distribution of Olympic results during the Olympic Games. It also provides products, services and equipment to assist organising committees for the Olympic Games.

Xerox chief marketing officer Diane McGarry added, "During the Athens Games, Xerox technology will once again accelerate the flow of information, providing the world with instant access to real-time results. Our partnership with the Olympic Games has provided Xerox with a global platform to showcase our expertise. While we certainly appreciate the value of this investment and will leverage it during the Athens Game, Xerox has decided to refocus its marketing to other customer-facing initiatives."

IOC marketing comission chairman Gerhard Heiberg said, "Xerox has been an excellent partner over the years and we are saddened to see the relationship end. We recognise, however, that in the world today, companies must adapt and alter their business and marketing strategies to accommodate changing market conditions."