City secures sponsorship deal with OutFront Media for Super Bowl and World Cup marketing

The Economic Development & Marketing Committee meeting held on April 28, 2025, in Santa Clara focused on the city's innovative asset marketing program, known as CAMP. This initiative aims to leverage city assets to generate marketing and revenue opportunities, particularly in light of the upcoming 2026 Super Bowl and FIFA World Cup, which will be hosted in the city.

During the meeting, officials highlighted the unprecedented opportunity presented by hosting both major global events in the same year. The CAMP program is designed to attract corporate sponsors without incurring upfront costs to the city. The city initiated a Request for Proposals (RFP) process in February, inviting global advertising agencies to bid on the project. Three firms qualified for the second phase of evaluation, which included interviews and cost assessments.

OutFront Media, a publicly traded company with extensive experience in out-of-home advertising, was selected as the finalist. Their qualifications stood out due to their global reach, a large sales team, and a strong portfolio of clients, including major companies like Apple and Google. They projected a conservative estimate of generating $1 million in net new revenue for the city through the monetization of city assets.

The committee discussed the next steps, which include finalizing negotiations with OutFront Media and preparing a contract for council approval. The implementation phase will involve identifying city assets suitable for marketing, developing promotional materials, and executing sponsorship outreach. The city anticipates that this program could yield between $500,000 to $1 million in new revenue, with no expected out-of-pocket costs for the city.

Overall, the CAMP initiative represents a strategic effort to capitalize on the city's unique position as a host for two major events, aiming to enhance its global presence while providing financial benefits to the community.