How to bid on College Athletic Advertising for the DEPT of Defense

What the agency is buying

The Department of Defense is looking for a small business advertising agency to handle college athletic advertising insertion orders. This is a firm-fixed-price contract expected to last about one year, from September 21, 2026, to September 20, 2027.

This opportunity is for a single lump sum award covering all required college insertion orders for advertising. Vendors should be prepared to outline their approach to meeting these advertising needs.

Key dates and what happens at the deadline

This solicitation was published on August 31, 2026. All proposals must be submitted by September 14, 2026, at 12:30 PM ET. This is a firm deadline, and late submissions may not be considered.

At the deadline, the Department of Defense will begin evaluating the submitted proposals. The contract is expected to start shortly after, on September 21, 2026.

Who this opportunity suits

This opportunity is set aside 100% for small businesses. It is specifically for advertising agencies, falling under NAICS code 541810, with an applicable size standard of $25,500,000. The Federal Supply Class (FSC) is R701, which covers Support – Management: Advertising.

Firms with a proven track record in college athletic advertising or similar media insertion services will be well-suited. You must have an active SAM.gov registration and meet specific NIST SP 800-171 self-assessment requirements.

How to respond

Proposals must be submitted via email. Ensure all documents are compatible with Microsoft 365 or PDF Adobe, labeled with the solicitation number W912JB26QA003, and not password protected.

Your submission needs to include company information from your SAM.gov registration, such as your name, address, point of contact, UEI, CAGE codes, and Tax ID. You must also include a statement acknowledging compliance with all terms and conditions of the solicitation.

The proposal requires two main volumes: Technical Capability and Pricing. Technical Capability should detail your approach to the Performance Work Statement (PWS) requirements, including a quality assurance plan and relevant past performance from the last five years. Pricing should follow the Contract Line Item Structure (CLIN), include substantiating data, burdened labor rates, and identify direct labor and other direct costs. Your pricing must be valid for a minimum of 60 days.

Practical tips for a competitive response

Carefully read the Performance Work Statement (PWS) in Attachment A to fully understand the agency's needs. Your technical proposal should clearly demonstrate your understanding and provide a detailed, convincing rationale for how you will meet each requirement, rather than just restating them.

For the past performance section, select examples that are highly relevant to college athletic advertising or similar services described in the PWS. Clearly describe the similarities between your past work and the current requirements.

Ensure your SAM.gov registration is active and will remain active throughout the contract period. Also, complete your NIST SP 800-171 self-assessment and submit it to the Supplier Performance Risk System (SPRS) module in PIEE before submitting your quote. This assessment must be no more than three years old.