REPORT TO ECONOMIC DEVELOPMENT & MARKETING COMMITTEE (AD HOC)
SUBJECT
Title
Informational Report on Leveraging City Assets for Marketing and Revenue Opportunities for 2026 Super Bowl and FIFA World Cup Matches
Report
BACKGROUND
In 2026, Santa Clara is scheduled to host the Super Bowl and FIFA World Cup Matches at Levi’s Stadium. These events are expected bring thousands of visitors to the City. In an effort to maximize marketing and revenue opportunities from these events, the City has created a City Asset Marketing Program (“CAMP”). An initial step to implement CAMP, at an upcoming City Council meeting, staff will be proposing to award an agreement to an experienced marketing and advertising firm that can help the City value its assets, produce marketing materials, and solicit sponsors to generate revenues for the City. As currently structured, this scope of work will not involve out-of-pocket expenses or upfront fees. Further, the City will retain full control over negotiating terms for asset use, and reserves the right to use the assets for alternative purposes, including community benefits. Any ultimate use of City assets will be implemented in full compliance with public safety requirements, applicable laws, and all existing and future World Cup and Super Bowl agreements.
The City issued a Request for Proposal (“RFP”) on February 19, 2025 and conducted a two-step evaluation process on the three proposals that were submitted:
• Phase One: The written proposals were evaluated by a committee against the criteria outlined in the RFP. The evaluation committee determined all three firms met the criteria to proceed with Phase Two.
• Phase Two: All three proposers advanced to Phase Two, which involved interviews, presentations, and cost evaluations.
The evaluation committee ultimately selected OUTFRONT Media (“OUTFRONT”) as the finalist and are currently in final negotiations. The expectation is that the associated agreement and budget to perform CAMP activities will be brought forward for full City Council consideration and approval in the next few weeks.
DISCUSSION
Staff will provide a presentation on efforts underway to develop, implement and manage CAMP to promote and optimize utilization of the City’s public assets, owned or controlled during 2026 Super Bowl LX and the FIFA World Cup events. The presentation will include an overview of OUTFRONT’s capabilities and experience:
• OUTFRONT is one of the nation's leading out-of-home (OOH) media companies, with over 500,000 advertising displays across 150+ U.S. markets and $1.83 billion in 2024 revenue.
• They specialize in managing high-impact advertising programs for major public and private partners, including transit systems, sports venues, and large events.
• Their expertise spans large-format signage, strategic concessions, and end-to-end media execution.
There are four phases to CAMP that will be developed, implemented, and managed by OUTFRONT, once City Council approves the agreement and the agreement is executed:
• Phase One: This involves collaborating with City staff to identify available real estate and assets that may be attractive to potential sponsors. This includes addressing any logistical or commercial considerations to ensure feasibility and maximize value.
• Phase Two: This involves confirming asset locations and appropriate media formats and producing marketing materials to share with prospective sponsors.
• Phase Three: Once Phase Two is finalized, outreach to prospective sponsors will begin, leveraging established OUTFRONT’s industry relationships to position the assets with key decision-makers and drive early interest.
• Phase Four: OUTFRONT will manage all aspects of on-site media production for City assets-including fabrication, installation, maintenance, and eventual removal-to ensure quality and efficiency. Sponsor revenues will be collected and the City will receive its portion under agreed terms.
ENVIRONMENTAL REVIEW
This item does not constitute a “project” under the California Environmental Quality Act (“CEQA”) and therefore did not require environmental impact analysis under CEQA.
FISCAL IMPACT
CAMP is expected to generate $500,000 to $1 million in net revenue to the City, based on estimates provided by OUTFRONT. There are no anticipated out-of-pocket expenses and City staff time will be spent around supporting OUTFRONT to solicit sponsorships and support advertising and event activations. The selection of OUTFRONT and the associated agreement and budget to perform CAMP activities will be brought forward for full City Council consideration and approval in the next few weeks.
COORDINATION
This report was coordinated with the City Attorney’s Office and the City Manager’s Office.
PUBLIC CONTACT
Public contact was made by posting the Council agenda on the City’s official-notice bulletin board outside City Hall Council Chambers. A complete agenda packet is available on the City’s website and in the City Clerk’s Office at least 24 hours prior to the meeting. A hard copy of any agenda report may be requested by contacting the City Clerk’s Office at (408) 615-2220, email clerk@santaclaraca.gov or at the public information desk at any City of Santa Clara public library.
RECOMMENDATION
Recommendation
Review, discuss and provide direction on potential approaches to leveraging city assets for marketing and revenue generating opportunities.
Staff
Reviewed by: Chuck Baker, Assistant City Manager
Approved by: Jovan Grogan, City Manager