2026-27 TDC Scope Of Work_Gator Bowl Sports.pdf
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- Solicitation number
- 18089-26
- Issued by
- Duval County, Florida
About this file
This is a Scope of Work document from Gator Bowl Sports, a 501(c)(3) not-for-profit organization, to the Duval County Tourist Development Council (TDC) in Florida, outlining deliverables and marketing assets for the 2026-27 football season of the TaxSlayer Gator Bowl. The project involves securing top-quality college football teams from the Southeastern Conference (SEC) and Atlantic Coast Conference (ACC) for an annual post-season game that generates economic development and national television exposure for Jacksonville and Northeast Florida. Deliverables include a comprehensive marketing and promotional plan encompassing traditional advertising (print, television, radio) and digital marketing (email, social media, SEO, video pre-roll) targeted at alumni and affinity fan bases in respective team markets and regionally. Additional marketing collaterals include one 30-second in-game commercial spot and one 15-second billboard message on ESPN's national broadcast, permanent website placement, dedicated informational pages, full-page advertisements in game programs, scouting flip card inclusion, and in-stadium digital signage. The scope requires reporting on an annual basis following each year's game, including attendance data, television ratings, and ticket purchaser origin analysis.
The TDC is requested to provide $270,000 in funding for FY 26-27, representing a decrease from previous years' support ($420,000 in FY 21-22 declining to $300,000 in FY 25-26). The total operating budget for Gator Bowl Sports averages $8,648,195, with team payout expenses comprising 67.64% and administrative expenses at 17.28%. Historical return on investment data demonstrates significant economic impact, including television viewership ranging from 3.4 to 5.9 million viewers, business sales from $1.6 to $17.2 million, estimated room nights from 8,803 to 33,629, and total visitor days from 21,259 to 95,229 across the past three games. Nielsen Value Reports and Visit Jacksonville Business Sales Reports are expected in February and March 2026. The single-source justification is based on Gator Bowl Sports' NCAA certification and unique role as the only entity capable of hosting this specific post-season collegiate football event.
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SCOPE OF WORK
2026 Football Season
From: Greg McGarity, President & CEO Gator Bowl Sports
To: Carol Brock – Executive Director
Duval County Tourist Development Council
Date: February 4, 2026
OVERVIEW
The TaxSlayer Gator Bowl is an annual post-season college football game that generates economic development through out of market team travel and national television advertising for Jacksonville. The game provides further impact to Northeast Florida through Gator Bowl Charities, the philanthropic division of Gator Bowl Sports. This scope of work outlines the marketing and promotional assets received in conjunction with the grant award to offset the team payouts.
SINGLE SOURCE JUSTIFICATION
Gator Bowl Sports d/b/a TaxSlayer Gator Bowl is a 501(c)(3) not-for-profit organization certified by the NCAA to host a post-season college football game annually generating promotion for Northeast Florida, fan travel to Jacksonville, and national television exposure for the area.
DELIVERABLES
The funding is a crucial contribution to secure top quality teams from the Southeastern Conference (SEC) and Atlantic Coast Conference (ACC) to participate in the annual game. The marketing effort to capitalize on fan travel to Jacksonville includes a marketing effort in both respective team markets as well as regionally. Additionally, the City of Jacksonville will be showcased on ESPN for an average period of 4 hours during the annual national broadcast.
Fan Promotion: The marketing and promotional plan created by the Gator Bowl Sports Marketing Committee and approved by its Board of Trustees includes several categories including traditional advertising (print, television, radio) as well as digital and social advertising (email marketing, contesting, SEO/Retargeting, video pre-roll) strategically targeted at cities and fans representing alumni and affinity fans.
https://www.youtube.com/watch?v=NKlyz8-781I&t=22s https://www.youtube.com/watch?v=NKlyz8-781I&t=22s
National Television:
TaxSlayer Gator Bowl will provide airtime for one (1) 30 second in-game commercial spot and one (1) 15 second billboard message to Visit Jacksonville Visit Jacksonville logo is displayed on TaxSlayer Gator Bowl Field Wall on National television side
Marketing Collaterals:
Permanent placement on TaxSlayer Gator Bowl website homepage Dedicated area information page on the TaxSlayer Gator Bowl website Full page ad in TaxSlayer Gator Bowl souvenir game program Name inclusion on scouting flip card distributed at football games throughout SEC & ACC Logo inclusion in-stadium on digital signage
BUDGET OVERVIEW
The below is an overview of the Gator Bowl Sports budget based on the average annual budget.
Total Operating Budget $8,648,195 Total Admin Expense 17.28% Total Team Payout Expense 67.64%
TDC Request:
FY 26-27: $270,000
TDC Past Support:
FY 21-22: $420,000
FY 22-23: $390,000
FY 23-24: $360,000
FY 24-25: $330,000
FY 25-26: $300,000
RETURN ON INVESTMENT
Based on the past three years data, the below represents the ROI provided to the TDC by Gator Bowl Sports.
1 Dec. 27, 2025 Jan. 2, 2025 Dec. 29, 2023 Dec. 30, 2022
Virginia vs Missouri
Duke vs Ole Miss
Clemson vs Kentucky
Notre Dame vs South Carolina
Attendance 31,802 31,290 40,132 67,383 Television Ratings* 5,965,977 5,032,217 3,426,000 5,766,000
Nielsen Value Report expected in March 2026
$2,628,383 $1,710,687 $1,601,398
Business Sales (Direct)
Report expected in Feb. 2026
$4,419,927 $9,463,715 $17,264,215
Estimated Room Nights
Report expected in Feb. 2026
8,803 20,473 33,629
Total Visitor Days Report expected in Feb. 2026
21,259 49,130 95,229
*Reporting numbers based on annual Broadcast Exposure Analysis by Nielsen and Event Impact Summary by Visit Jacksonville.
REPORTING
Gator Bowl Sports will report to the TDC on an annual basis following each years’ TaxSlayer Gator Bowl football game. The report will identify available data on attendance and television ratings, specifically including the % of ticket purchasers from outside 150 mile radius of Duval County.
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