Panasonic's Olympic sponsorship will expand to include the digital camera category in 2009, said Terry Shorrock, Panasonic's director of shows, events and sponsorships.

During a panel titled “Beijing and beyond: An assessment from the corporate stakeholders,” Shorrock explained that Panasonic will take over that category because Kodak decided to end its Olympic sponsorship after 2008. The deal is part of an agreement with the International Olympic Committee that adds the digital camera category to the Japanese company's sponsorship through 2016.

"I think we'll see a lot more activation around the digital camera space," Shorrock said. "It's all about capturing memories for us."