SunPass: How Local Supporters Assist Local Major Event Hosting Efforts

By Joey Johnston

Wherever you travel in Florida — whether it’s the Panhandle’s old-world tradition, the Central Florida attractions or Miami’s rhythmic allure — the SunPass prepaid toll program can help get you there efficiently and economically.

Fittingly, SunPass is a supporting partner of the Tampa Bay Local’s Organizing Committee’s Road to Tampa Bay, which ultimately leads to the organization hosting the 2025 NCAA Women’s Basketball Final Four, set for April 4 and 6 at Amalie Arena in downtown Tampa. There are 10-million SunPass users — and about 2-million of them are from the Tampa Bay area.

“This is an amazing event for Florida to be hosting,’’ said Nicola Liquori, Executive Director and CEO of Florida’s Turnpike Enterprise, which manages SunPass. “Celebrating women in sports is always a great thing to do.’’

Liquori said whatever roads lead you to Amalie Arena, even if you live out-of-state, SunPass can help. If you’re driving from Georgia (Peach Pass), North Carolina (NC Quick Pass) or Texas (TxTag), among other states, the transponders from those programs are accepted in Florida.

For the SunPass involvement with the group organizing the NCAA Women’s Final Four, the operative catch-phrase is “Shoot for Savings.’’ Longtime customers understand that concept. SunPass users pay the least expensive toll rate — a savings of at least 25-percent in some cases — and transponders are conveniently available at Publix, Walgreens and CVS outlets or www.SunPass.com.

“There are lots of ways to purchase and activate a transponder, then seamlessly use all of our toll facilities,’’ Liquori said.

The SunPass program also has deep ties to the Tampa Bay area, through their decades long partnership with the MacDonald Training Center, which provides Adult Vocational education to people with disabilities in Hillsborough County.  The MacDonald Training Center has been packaging SunPass transponders since 2007, packaging nearly 21 million transponders. 

“SunPass is extremely proud of our relationship with MTC,” said Liquori.  “We are so grateful for their dedication and years of hard work to provide a quality product for our customers,”

Liquori, who began her Florida Department of Transportation career two decades ago, said she remembers the early days of SunPass when the program began in 2000, and customer education was a priority.

“People wanted to know what it was and how to use it,’’ Liquori said. “Now three out of four transactions that we process are with a SunPass. So the public acceptance of the product is definitely there, but we have evolved over time as well.’’

Traveling through Tampa International Airport and need to pay for parking? SunPass is accepted.

Vacationing in the Northeast? SunPass is accepted there as well — in 23 states overall — and conversely, many out-of-state brands, like E-ZPass are accepted on Florida’s roadways.

SunPass has become one of the nation’s most robust brands with 40-million accounts and 2.5-billion transactions processed in 2024 alone.

“We’re always looking for brand awareness and we’re really excited to be associated with a community’s effort to welcome a prestigious event like the NCAA Women’s Final Four,’’ Liquori said. “By continuing to showcase the brand, we hope to make people aware of SunPass benefits, how to get started and how to save money on tolls.”

“There are lots of ways to get people’s attention and promote SunPass but supporting a major event hosting effort like this is a unique opportunity and something we are excited about. Rooting for these student-athletes who compete at the highest level is fun for the community and shows our commitment to support Florida-grown events and initiatives.  Tampa and the Tampa Bay Sports Commission are such amazing hosts for all sporting events, so we’re thrilled to have SunPass represented.’’