Agfa program crosses borders

Asponsorship program initiated last year by Agfa Canada has been picked up by Agfa USA and Agfa Australia.In 1992, Agfa sponsored Vancouver native Ross Bentley and his Indy Car team for the two Indy races held on Canadian soil, one in...

Asponsorship program initiated last year by Agfa Canada has been picked up by Agfa USA and Agfa Australia.

In 1992, Agfa sponsored Vancouver native Ross Bentley and his Indy Car team for the two Indy races held on Canadian soil, one in Toronto and the other in Vancouver.

12 races

This year, the German- and Belgium-based photography and imaging concern will sponsor 12 races, two in Canada, nine in the u.s. and one in Australia.

Paul Panza, Agfa Canada’s manager of advertising and promotions, says the high level of consumer awareness generated by appearing in only two Indy races convinced Agfa the sponsorship program would be worth expanding.

Agfa markets a range of photographic and imaging products including consumer and motion picture film, medical imaging processors, X-ray processors and microfilm.

According to Panza, Afga’s consumer film division accounts for about one-third of its Canadian business.

Three percent

He says Agfa products account for about 3% of the total consumer film market, adding Canadians buy in the area of 70 million rolls of film annually.

Other sponsorship activity for Agfa in 1993 will include a World Cup ski race at Whistler, b.c., to be held Feb 27-28, and the Toronto International Auto Show, running Feb. 18-28.