ESBD_399853_1741017650519_Proprietary Purchase Justification.pdf
PDF 285 KB Posted
- Attached to
- Proprietary Purchase of Participation in a Promotional and Sponsorship Agreement with A-L Tier II, LLC
- Solicitation number
- 362-25-0329RQ
- Issued by
- Travis County, Austin City, Texas
About this file
This is an interoffice memo from the Texas Lottery Commission documenting approval of a proprietary purchase for promotional and marketing services from A-L Tier II, LLC, representing University of Texas (UT) Football. The agreement covers the 2026 and 2027 football seasons and includes promotions and season-long marketing opportunities through in-venue, radio, digital, and social media channels during seven home games scheduled to start in Fall 2026. The purchase is authorized under Executive Director Order No. 24-0116 and Texas Administrative Code §401.101.
The justification cites UT Football's significant market presence in Austin, with a stadium capacity over 100,000 (the largest in central Texas), a student body of 53,000, and an alumni base of 580,000. The Texas Lottery has partnered with UT Football since Fall 2016, with A-L Tier II, LLC providing reliable service and added value opportunities. The agency expects this partnership to enhance lottery ticket sales and generate revenue for the Foundation School Fund by reaching new potential players through live sports engagement. No specific pricing terms or funding amounts are disclosed in the document.
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Text version
To: File
CC: Robert Tirloni, Lottery Operations Director Heidi Moreno, Advertising and Promotions Manager Debbie Pina, Purchasing Manager Juanita Rylee, Contracts and Procurement Manager
From: Ryan Mindell
Date: February 3, 2025
Re: Proprietary Purchase for A-L Tier II, LLC representing University of Texas (UT) Football
Pursuant to Executive Director Order No. 24-0116 and 16 Tex. Admin. Code §401.101, et. seq., this is a memo to file for the proprietary purchase of participation in a promotional event to educate and promote Texas Lottery games.
The city of Austin is without major professional sports teams such as NFL, NBA or MLB and the home of University of Texas. UT Football is a major sporting event in the city and became a member of the Southeastern Conference (SEC) in 2024. This past season UT Football made it to the College Football Playoff semifinals. The current stadium capacity is over 100,000, making it the largest stadium in central Texas and second largest stadium in the state. Over 53,000 students attend the University of Texas with over 580,000 alumni as well. The Texas Lottery has participated in promotions with UT Football since Fall 2016 and A-L Tier II, LLC has proven a reliable and consistent partner, including added value opportunities. For these reasons, the Texas Lottery is choosing to partner with UT Football for the 2026 and 2027 seasons.
The Texas Lottery partnership with A-L Tier II, LLC which represents UT Football would include promotions and season-long marketing opportunities both in venue and through radio, digital and social. The season usually includes seven home games scheduled to start in the Fall of 2026. The associated promotional marketing support generated from this agreement provides an opportunity for members of the public who might not typically purchase a lottery ticket to do so, because of the appeal and engagement provided by live sports.
The agency believes the strength of the UT Football venue and brand combined with the opportunity to reach additional players with the Texas Lottery brand will enhance sales of lottery games and contribute positively to lottery sales and revenue generation for the Foundation School Fund.
I am approving this request for a proprietary purchase.
Ryan Mindell Executive Director
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