This paper aims to explore a mechanism of institutional intermediation to sustain public procurement of innovation. By exploring the development of innovative solutions for telecommunications satellites in Italy, this study proposes an analytical view on the role of supporting institutions in public procurement of innovation and discusses the relation between the source of public demand and the contracting companies. Eventually, it argues that a public agency can manage funds, coordinate companies’ technological capabilities, and stimulate a sense of cooperation to achieve innovation. The research finds originality in bringing the growing theory concerning public procurement into a dynamic institutional setting to discuss the emerging role of the public competent costumer. The case‐analysis shows how institutionalization of an innovation intermediary enables efficient procurement. Propositions prescribe powerful instruments for dealing with market uncertainty and technological complexity, and find the agency to act as a knowledge intermediary and companies coordinator.