NASCAR dba Daytona International Speedway

The Florida Department of Agriculture and Consumer Services is pursuing a single-source procurement with NASCAR dba Daytona International Speedway for multi-media advertising services to promote the "Fresh From Florida" agricultural brand. This procurement is specifically targeting sports event promotional services designed to generate retail sales for Florida agricultural products. The contract will run from the date of execution through June 30, 2026, and is authorized under Florida Statute 571.24, which establishes the Florida Agricultural Promotional Campaign. The procurement is structured as a statutorily mandated fifteen business day advertisement, with prospective vendors able to provide competing information until June 18, 2025. The key deliverables include exclusive advertising opportunities at NASCAR events, leveraging the organization's unique ownership, licensing, naming rights, and trademarks to support agricultural marketing initiatives. Evaluation will be based on NASCAR's exclusive capabilities to provide these specific advertising services, with the department reserving the right to determine if alternative vendors can meet the procurement requirements.

The procurement appears to have no specific set-aside designations or restrictions on organizational respondents. The contract is a sole-source opportunity with NASCAR as the intended vendor, based on their exclusive advertising platform and unique marketing capabilities. The estimated contract value ranges from approximately $325,000.00 to a maximum of $500,000.00, representing a significant investment in agricultural promotional activities. No incumbent vendors are mentioned beyond NASCAR, and the procurement does not indicate requirements for existing infrastructure or technology integration. The single-source justification is predicated on NASCAR's unique position as the exclusive provider of advertising opportunities at their sporting events, making them the only potential vendor for this specific marketing campaign. The procurement will be posted on the Vendor Information Portal pursuant to Section 120.57(3) of Florida Statutes, allowing for transparency in the selection process.