Learfield, LLC

The Florida Department of Agriculture and Consumer Services is pursuing a single-source procurement with Learfield, LLC for multi-media advertising services to promote the "Fresh From Florida" brand during collegiate sports seasons at the University of Florida. This procurement is a statutorily mandated fifteen business day advertisement under Section 120.57(3), Florida Statutes, with the primary objective of marketing Florida agricultural commodities and related businesses. The contract will cover comprehensive multimedia marketing rights, including broadcast, print, and in-stadium advertising, specifically targeting athletic event promotions. The procurement was posted on May 9, 2025, with a final date for potential vendors to submit alternative sourcing information on June 2, 2025, at 2:00 PM. Learfield, LLC is identified as the sole licensing proprietor of marketing rights for the University of Florida, making them uniquely positioned to execute these promotional services. The contract term will run from the date of execution through June 30, 2026, with a focus on promoting agricultural products through sports event sponsorship and advertising.

There are no specific set-aside designations or restrictions on organizational respondents mentioned in the documentation. The contract is being considered as a single-source procurement, which limits competitive bidding. The estimated contract value ranges from up to $200,000, with an approximate contract amount of $150,000. Learfield, LLC is currently the incumbent vendor and the only identified potential contractor for these services. The justification for the single-source acquisition is based on Learfield's exclusive rights to manage multimedia marketing aspects for the University of Florida. No additional infrastructure or technology integration requirements are explicitly stated in the procurement documents. The purpose of this contract is grounded in Chapter 571, Part II of Florida Statutes, specifically designed to support marketing programs for Florida's agricultural sector and related businesses through strategic sports event promotions.