California Lottery Bids Up to $40 Million to Win Over Hispanic Consumer

The California Lottery has opened a competitive process to select a new marketing and advertising agency specializing in Hispanic audiences, with an initial five-year contract and an estimated spend of up to $40 million.

The tender seeks proposals from agencies capable of developing a comprehensive strategy for California's Hispanic consumer, with the goal of increasing brand awareness, improving brand perception and maximizing sales of lottery products.

The deadline for submitting proposals will be 23 November 2026 at 15:00 Pacific Time, while the optional deadline for communicating intent to participate and asking questions will end on 26 October.

Currently, the California Lottery works with Monks for these services. Its current contract expires in July 2027, so the new tender is part of the agency's ordinary public procurement procedure.

The process is open to qualified agencies and joint ventures, and one of the expressly stated objectives is to ensure that the relationship with the Hispanic consumer is authentic, innovative and oriented towards future growth.

The size of the contract reflects the importance that the California Lottery attaches to this segment of the population within its business strategy.

The Californian lottery also recalls that its mission is to generate additional funding for public education. Since 1985, it claims to have contributed more than 48,000 million dollars to California's public schools.

More than 95% of its sales revenue goes back to the community through prizes, commissions and incentives for points of sale and contributions to education.

The California Lottery's commercial network exceeds 23,000 establishments throughout the state. Its offer includes an average of 52 Scratchers games, in addition to draws such as Powerball, Mega Millions, SuperLotto Plus, Fantasy 5 and Hot Spot.