Learfield IMG College, LLC

The Florida Department of Agriculture and Consumer Services is pursuing a single-source procurement with Learfield IMG College, LLC for collegiate sports marketing services, specifically targeting promotion of Florida agricultural commodities and related businesses. This procurement is being conducted through a statutorily mandated fifteen business day advertisement, with a posted date of December 11, 2024, and a response deadline of January 8, 2025. The contract, running through June 30, 2025, focuses on branding "Fresh From Florida" across Learfield IMG College's multimedia platforms, including broadcast, print, and in-stadium advertising. The services will leverage marketing rights for five major Florida universities: University of Florida, University of Miami, University of Central Florida, University of South Florida, and Florida A&M University. Prospective vendors who believe they can provide similar commodities or services are invited to submit relevant information to the department's contact by the specified deadline.

The procurement appears to be a direct, non-competitive acquisition with no explicit set-aside designations or restrictions on responding organizations. Learfield IMG College, LLC is positioned as the exclusive licensee and sole source for multimedia marketing rights across the specified universities, with no alternative vendors identified for these specific athletic marketing channels. The estimated contract value ranges from approximately $105,000 up to $200,000, covering comprehensive marketing and promotional services. The department will review any submitted vendor information and, if no alternative sources are identified, will proceed with posting an intended decision to contract with Learfield IMG College, LLC through the Vendor Information Portal, in accordance with Section 120.57(3) of Florida Statutes. The procurement focuses specifically on promoting Florida's agricultural sector through collegiate sports marketing infrastructure, with a clear emphasis on exclusive rights and specialized marketing capabilities.