The California Lottery has released a Request for Proposal (RFP) for Hispanic Marketing & Advertising Agency services, with an initial 5-year term and estimated expenditure of up to $40 million. (Procurement Details). This is an open, competitive RFP for Hispanic Marketing services as the current contract nears the end of its term.
SACRAMENTO, CA, 15 October 2026 – The Lottery welcomes proposals from qualified agencies to provide advertising and marketing services for the California Hispanic consumer market to raise awareness, elevate brand perceptions, and maximize product sales to increase Lottery profits and contributions to California public schools.
The deadline for Agency submissions is November 23rd at 3:00 pm (PT). The Intent to Bid (optional) and Q&A deadline is Monday, October 26 at 3:00 pm (PT).
RFP overview
The California Lottery’s RFP for Hispanic Marketing & Advertising Agency Services seeks comprehensive proposals from qualified agencies to help the Lottery engage the California Hispanic consumer market in an authentic, innovative way that positions the Lottery for future growth. The California Lottery currently partners with Monks for these services, and their current contract expires in July of 2027. This review and RFP are part of the California Lottery’s standard contract management and are required by state government procurement practices. The California Lottery encourages and welcomes proposals from all qualified agencies and joint ventures.
The RFP is available on CALeProcure site, Procurement Details (https://caleprocure.ca.gov/event/0850/0000040600)
About the California Lottery and our mission
The mission of the California Lottery is to raise additional funding for public education, helping to supplement school budgets for K-12 as well as colleges and universities. The California Lottery has raised more than $48 billion for public schools through the responsible sale of its games since 1985. Lottery funding for schools is largely discretionary, so administrators and educators can use Lottery money for instructional programs and services they may not otherwise afford. More than 95% of California Lottery sales revenue goes back to the community in the form of prize payments, retailer commissions and bonuses, and contributions to education.
Lottery products are sold at more than 23,000 retail locations throughout the state, from independent neighborhood shops to convenience stores, liquor stores to supermarkets, and more. Retail product offerings include an average of 52 fun and entertaining Scratchers® games and several draw games, including jackpot games such as Powerball®, Mega Millions®, and SuperLotto Plus® and daily games such as Fantasy 5 and Hot Spot®.
