Buffalo, NY - Rob Prazmark ’75 is one of the most influential people in modern Olympics history. But unless you are in the world of sports marketing, you may never have heard of him.
Prazmark has never run a marathon, set a high hurdles record, or scored the most goals in a soccer match. Yet his Olympic glory in securing global corporate sponsorships changed the way the games are marketed and sparked a rejuvenated interest and excitement for the events around the world.
As he tells the story in his recently released book, “The Olympics Don’t Take American Express”, Prazmark’s first run at the Olympics happened in the 1980s. Having worked in sales positions with Xerox, NBC and ABC since graduating from Canisius, he had built an impressive resume of marketing and advertising successes. When a former boss at ABC took a position with an international sports marketing firm, he reached out to Prazmark to join him. The firm was awarded the global rights to the International Olympics Committee (IOC) and it would be Prazmark’s job to market the Olympics sponsorships worldwide.
“There were only a few brands in the global marketing arena back then and the concept of branding the Olympics internationally was way ahead of its time,” Prazmark explains. “I was hired to sell the global brand to companies to be associated with the Olympics in Seoul, Korea and Calgary, Alberta in 1988.”
American Express had sponsored the Olympic Games in Los Angeles in 1984, so Prazmark approached them to take their brand to the international stage. After months of meetings and presentations, Prazmark was told by the company that the Olympics need American Express more than American Express needs the Olympics, and the company delined the sponsorship opportunity. Prazmark was furious that he had wasted so much time pitching the company.
A competitive spirit
Bolstered by his anger at American Express, Prazmark approached VISA with the idea of global sponsorship. Learning from his experience at AmEx, he kept his presentation simple. He gave them three reasons for sponsorship – VISA could use the Olympic rings graphic on their cards, the first time this had been allowed; every time the card was used, VISA would donate to the Olympics; and Prazmark and the IOC would make sure VISA was the only card accepted at the games in Seoul and Calgary. The rest is marketing history.
VISA signed on and Prazmark provided a world platform for their brand, essentially creating a new world of global sponsorships. Prazmark then helped raise the bar by working with VISA’s ad agency in creating a phrase that became a TV advertising legend: “If you go to the Olympics, bring your camera and your VISA card. Because the Olympics don’t take place every day and they don’t take American Express.”
Since those groundbreaking days, Prazmark has brokered more than $3 billion in sponsorships and media relationships including multi-million-dollar Olympic contracts with companies such as FedEx, 3M, Texaco and Bank of America, among many others. He works on both sides of the table, representing the Olympics to sell sponsorships, as well as negotiating for the companies looking to invest in sponsorships. He also helps companies who buy the rights to build, execute and implement effective marketing strategies around the Olympic sponsorship.
Prazmark points out that such sponsorships are a win-win, providing the Olympics with needed financial support while helping the sponsoring company to score big in global marketing. For the Olympics, global corporate sponsorship programs help ensure that athletes, especially those facing economic challenges, can compete to be in the Olympic Games.
Starting line
Prazmark was born in Western New York but moved to Virginia when his father was transferred there for his job. The younger Prazmark was all set to attend the University of Virginia, when his father was transferred to Buffalo. Because he was now out of state, Prazmark lost the tuition assistance from UVA and chose to attend Canisius College.
“I was miserable with the turn of events, but it turned out to be the best thing that could happen to me,” he recalls. “Canisius was small enough to give me the personal attention needed to develop the talents I have relied on throughout my career.”
Prazmark recalls working for the Campus Programming Board and helping to bring nationally renowned entertainers to perform at the school, including Livingston Taylor, Jim Croce and George Carlin. He says the experience helped him with public speaking, learning about contracts, and dealing with events marketing. He also says an advertising course with Max Ellis sparked his interest in marketing and he graduated with a degree in business. When he was awarded the Canisius Distinguished Alumni Award in 2005, Ellis was in the audience and Prazmark thanked him for putting him on a path that ultimately led to the Olympics.
In addition to his career, Prazmark’s time at Canisius helped mold him into a lifelong Buffalo Bills fan, even while residing with his family in North Carolina. “Back then, all we had to cheer for was O.J.,” he laughs. “But I was hooked, attending all four Super Bowl losses and I still proudly wear the team colors today.”
Eye on Paris
Prazmark says he has not been involved with any contract negotiations for the 2024 Summer Olympics in Paris. But he is watching the games closely and believes 2024 is going to be pivotal for the Olympic movement. That includes all things Olympics, including the games, the IOC, the International Federations, and the national governing bodies.
“The Olympic movement is a massive machine, second only to World Cup Soccer in magnitude of organization and of audience,” Prazmark says. “Paris is going to be a huge coming out party for the Olympics.”
Prazmark notes that the worldwide pandemic hobbled the games’ popularity over the last few years. He sees a pent-up demand for a return to the pageantry and past glory of the competition and Paris will serve as a great trajectory into the future.
“I think 2024 will see an Olympics renaissance and the rebirth of important Olympic values,” Prazmark concludes. “It’s about the understanding that we are a global community that can come together and celebrate peace through sports.”
