Advertising Services - Learfield Communications, LLC

The Florida Department of Highway Safety and Motor Vehicles (FLHSMV) is pursuing a single-source procurement for advertising services with Learfield Communications, LLC, specifically targeting University of Florida fans with driver safety messages. The contract, designated as SS-008-25 PUR7776, will be executed through IMG College, LLC, a subsidiary of Learfield Communications, and will involve creative strategy, advertisement production, placement, and statewide distribution of driver safety campaign materials. The procurement is specific to Leon County and covers the Fiscal Year 2024-2025, with a proposal submission deadline of January 16, 2025. Deliverables include comprehensive advertising services focused on reaching University of Florida sports fans through strategic messaging about highway safety. The required qualifications include being the authorized multi-media rights holder for University of Florida sponsorship opportunities, which Learfield uniquely possesses through its Gators Sports Properties team. The evaluation appears to be based on the vendor's exclusive access to University of Florida sports marketing channels and their ability to effectively deliver targeted safety communications.

The procurement appears to be unrestricted in terms of set-aside designations or enterprise classifications, with Learfield Communications, LLC being selected as the sole-source vendor due to their exclusive multimedia rights. The contract has been pre-approved by key agency representatives, including Madison Swier, Deputy Director of Office of Communications, and Stephanie Sanford, Procurement Administrator of Purchasing and Contracts. The estimated contract value is $50,000.00 for the fiscal year, representing a defined budget range for the advertising services. No incumbent vendors are mentioned beyond Learfield Communications, and there are no explicit notes about required technology integration. The single-source justification emphasizes Learfield's unique position as the only authorized multimedia rights holder for University of Florida sponsorship opportunities, which appears to be the primary basis for their selection outside standard competitive procurement processes.