SAM #PANNGB-26-P-0000034564

Sole Source Marketing & Advertising Campaign at UMass Lowell Athletics for MA ANG

This notice announces the Massachusetts Air National Guard's intent to award a sole-source contract for a comprehensive marketing and advertising campaign at UMass Lowell Athletics venues. - Agency: Massachusetts Air National Guard (MA ANG) Recruiting and Retention division - Sole-source vendor: UMASS SPORTS PROPERTIES (exclusive rights holder for UMass Lowell Athletics advertising) - Purpose: Increase MA ANG brand awareness and generate recruiting leads - Services required: - Dominant digital and physical signage at Tsongas Center and Kennedy Family Athletic Complex - Digital advertising on scoreboards and 65 concourse monitors - In-game fan engagement (mobile device ads during River Hawks Light Show) - Email marketing to fans and ticket holders - Radio and TV commercials during UMass Lowell hockey games (WCAP, ESPN, NESN) - Monthly advertising reports and compliance reviews - No other vendor can provide these integrated, in-venue advertising services due to exclusive rights - Contract structure: Firm-fixed-price, 1 base year starting July 1, 2026, plus four one-year option periods (total 5 years) - Interested parties must demonstrate capability to meet all requirements

Description

Description of Requirement 

The United States Property and Fiscal Office (USPFO) for Massachusetts, on behalf of the Massachusetts Air National Guard (MA ANG) Recruiting and Retention office, intends to award a firm-fixed-price, sole-source contract to UMASS SPORTS PROPERTIES.

The requirement is for a comprehensive marketing and advertising campaign designed to increase brand awareness and generate recruiting leads for the MA ANG. The specific services required are detailed in the Performance Work Statement (PWS) and include, but are not limited to, dominant signage at the Tsongas Center and Kennedy Family Athletic Complex, digital advertising on scoreboards and monitors, in-game fan engagement, email marketing, and radio/television advertising spots during UMass Lowell Athletics events. The period of performance will consist of one (1) base year beginning on or about 01 June 2026, plus four (4) one-year option periods.

Authority for Sole Source 

The proposed contract action is for a commercial service for which the Government intends to solicit and negotiate with only one source under the authority of Revolutionary FAR Overhaul (RFO) Federal Acquisition Regulation (FAR) 12.102(a).

The Government has determined that UMASS SPORTS PROPERTIES is the only source reasonably capable of providing the required services. UMASS SPORTS PROPERTIES holds the exclusive multimedia and advertising rights for UMass Lowell Athletics and its venues, including the Tsongas Center and the Kennedy Family Athletic Complex. As the sole rights holder, no other vendor can provide the in-venue signage, digital scoreboard advertising, on-site fan engagement, and integrated media advertising during live game broadcasts that are central to the Government's requirement. This exclusive control of the advertising inventory at the specified place of performance makes UMASS SPORTS PROPERTIES uniquely qualified to meet the needs of the MA ANG.

Notice and Response Procedures 

This notice of intent does not constitute a request for competitive quotes, and a formal solicitation document is not available at this time.

All responsible sources that believe they can meet the Government's requirement as stated herein may submit a capability statement, which the agency will fully consider. The decision by the Government not to compete this proposed contract based upon responses to this notice is solely within the discretion of the Government. Any information received will be used strictly for the purpose of determining whether to conduct a competitive procurement in the future.

To be considered, interested parties must provide clear and convincing evidence demonstrating their ability to meet the Government's requirements. The submitted capability statement must include the company name, physical address, point of contact, CAGE code, and Unique Entity Identifier (UEI) number.

All responses must be submitted electronically to the Contracting Officer no later than the response date and time listed in this notice.

View original listing