UF Campaign-Learfield

The Florida Department of Highway Safety and Motor Vehicles (FLHSMV) is pursuing a single-source procurement (PUR 7776) with Learfield Communications, LLC (IMG) for a specialized advertising services contract covering fiscal year 2025-2026. The procurement specifically targets driver safety message campaigns directed at University of Florida (UF) athletics fans, with Learfield selected as the sole vendor due to their exclusive multi-media rights through Gators Sports Properties (GSP). The contract's key deliverables include producing advertisements, developing creative strategies, managing production, facilitating placement, and executing statewide distribution of safety messaging materials during the designated campaign period. The solicitation was posted on August 25, 2025, with a final receipt date for information set for September 16, 2025. Procurement approval has been obtained from Gatlin Nennsteil, Director of Communications, and Stephanie Sanford, Procurement Administrator, who have validated the unique positioning of Learfield as the only authorized provider for this specific campaign.

The procurement appears to be a non-competitive, single-source contract without explicit set-aside designations or restrictions on vendor qualifications beyond Learfield's existing relationship with UF athletics. The estimated contract value is $50,000.00 for the fiscal year, targeting a very specific advertising and messaging objective within the university athletics ecosystem. No alternative vendors are mentioned, and the contract seems predicated on Learfield's exclusive multimedia rights. The procurement follows standard state procurement posting requirements and is specifically focused on Leon County, Florida. The contract will leverage Learfield's existing infrastructure and relationships to distribute driver safety messages to a targeted audience of University of Florida sports fans through their established media channels and properties.