Advertising Services - Learfield Communications, LLC

The Florida Department of Highway Safety and Motor Vehicles intends to establish a single source contract with Learfield Communications, LLC (IMG College) to deliver advertising services aimed at promoting driver safety messages targeting University of Florida fans during the 2024-2025 fiscal year. This procurement is justified by Learfield’s exclusive rights as the authorized multi-media rights holder for UF sponsorship opportunities, making competition unnecessary. The contract, valued at approximately $50,000, encompasses creative strategy, production, placement, and statewide distribution of campaign materials, leveraging UF athletics platforms to maximize outreach. The process involves posting a notice inviting other vendors to demonstrate their capability to provide similar services, but unless competition is confirmed, the award will proceed solely with Learfield. The contract is governed by Florida procurement statutes and administrative rules, notably Rule 60A-1.045, F.A.C., and Sections 120.57(3) and 287.057(3), Florida Statutes, which outline procedures for single source acquisitions. The agreement does not specify federal FAR clauses, nor does it include detailed evaluation criteria, performance milestones, or inspection and acceptance procedures, as the scope is limited to advertising services rather than physical goods. Administrative contacts include Katie Downey at FLHSMV, with no explicit mention of payment offices, invoicing procedures, or contract modifications. The performance period aligns with the fiscal year, emphasizing statewide outreach to UF audiences, with no additional packaging, labeling, or security requirements specified. The procurement process emphasizes transparency and compliance with Florida law, with the opportunity for other vendors to challenge the sole source determination before finalizing the award.