When is the submission deadline?

Submissions are due November 23, 2026. Questions must be submitted by October 26, 2026.

What is the budget for this RFP?

The published budget is $40,000,000.

It was issued by California State Lottery. The work is located in Sacramento, California, United States.

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Hispanic Marketing & Advertising Agency

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Overview

Marketing, Advertising & Social Media

Sacramento, California, United StatesPosted: October 12, 2026Deadline: November 23, 2026

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SUMMARY

The California State Lottery is seeking a qualified agency to provide advertising and marketing services for the California Hispanic consumer market to raise awareness, elevate brand perceptions, and maximize product sales.

KEY REQUIREMENTS

Must have a minimum of three years' experience performing Hispanic marketing and advertising services
Must have a minimum of $10 million in annual billings in 2023, 2024, and 2025
Must have a minimum of 25% of the agency's work product in Hispanic dedicated marketing efforts
Must be a legal business entity licensed to do business in California
Must currently have an office located in California that will be maintained throughout the duration of the contract
Must be able to support California Lottery business needs and hours of operation on the West Coast

BUDGET

Verified

$40,000,000

CONTRACT DURATION

60 months

TIMELINE

Request for Proposal Release Date: October 12, 2026

Written Questions Due: October 26, 2026

Phase I – Eligibility Proposals Due: November 23, 2026

Phase II – Onsite Visits and Evaluations: January 2027 – February 2027

Phase III – Briefing Day: February 23, 2027

Notice of Intent to Award Posted: June 2027

Proposed Effective Date of Contract: August 2027

QUESTION DEADLINE

October 26, 2026

CONTACTS

Primary procurement contact — name, title, email, and phone

Additional decision-makers and their departments

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Issuing Agency

California State Lottery

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DESCRIPTION

The California State Lottery is seeking a strategic Hispanic marketing and advertising agency partner to engage the California Hispanic consumer market in an authentic and innovative way. The agency will be responsible for developing and executing integrated marketing and advertising programs across traditional, digital, social, and emerging channels. The initial contract term is five years, with the option for the Lottery to extend the term for up to two one-year periods.

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Frequently asked questions

When is the submission deadline?: Submissions are due November 23, 2026. Questions must be submitted by October 26, 2026.
What is the budget for this RFP?: The published budget is $40,000,000.
Who issued this RFP?: It was issued by California State Lottery. The work is located in Sacramento, California, United States.

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