Advanced Micro Devices on Tuesday said Sapphire Technology, the world’s largest supplier of AMD Radeon-based graphics cards, will become as its exclusive global distribution partner for AMD FirePro professional graphics solutions. Previously Sapphire only sold FirePro graphics cards in Asia.
“For many years we have enjoyed a strong, productive and mutually beneficial relationship with SAPPHIRE. This new collaboration marks yet another exciting step in our award-winning AMD graphics history by opening up new markets for AMD FirePro. AMD is committed to growth in the professional graphics market, and as we build on the success of AMD FirePro, we sought out a distribution partner that would allow us to broaden our reach, support growing sales and embrace new opportunities. SAPPHIRE was the natural choice,” said David Cummings, senior director and general manager of professional graphics at AMD.
The distribution partnership is effective immediately, with AMD FirePro products distributed in the channel through Sapphire from October 1, 2013. Meanwhile, original equipment manufacturing (OEM) customers will still have the ability to purchase products directly from AMD.
The distribution partnership will be beneficial in driving stronger support for AMD FirePro professional graphics by delivering new distribution resources to AMD’s channel ecosystem companies worldwide.
The company engaged Sapphire to deliver focused distribution on a global basis. Sapphire’s experience in a variety of regions – including more than five years in the Asia-Pacific workstation market – enables AMD to service the needs of even larger numbers of users throughout the world.
“We are very pleased to be the primary champion for the channel. Sapphire has experience in key professional markets that AMD FirePro targets including manufacturing CAD, media and entertainment, display walls and more. By strengthening our association with AMD, both companies win. We look forward to our expanded role to broaden the reach of AMD FirePro,” said Adrian Thompson, vice president of marketing at Sapphire.