Award

SE1249 - TGC Media Buying Agency

SPORT ENGLAND

This public procurement record has 1 release in its history.

Award

26 Mar 2026 at 16:58

UK6 - Contract Award Notice
Summary of the contracting process

Sport England has concluded the procurement process for media buying services to support its "This Girl Can" campaign, aimed at encouraging women from under-represented groups to become more active. Located in Loughborough, Sport England is a sub-central government authority. The tender process began with an award under a framework, marked as complete, and pertains to the services industry specifically focused on multimedia software development. The award, titled "SE1249 - TGC Media Buying Agency," was granted on 26 March 2026 to Wavemaker Limited, a large supplier in London. Key dates include a standstill period ending on 8 April 2026, with the contract period set to commence on 14 June 2026 and end on 30 September 2028.

This procurement provides substantial opportunities for businesses involved in media services, particularly those specialising in multimedia software development and marketing campaigns targeting diverse groups. With a contract value exceeding £12 million, companies equipped with experience in supporting social impact initiatives could benefit greatly from similar opportunities. The contract's focus on helping women from different communities become more active opens doors for businesses with insights into behavioural change and an understanding of the specific needs of women from black, Muslim, older age groups, or those with disabilities. This tender underlines the importance of selective procurement methods, providing opportunities for businesses looking to engage in framework agreements and high-profile campaigns.

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Notice Information

Notice Title

SE1249 - TGC Media Buying Agency

Notice Description

Media Buying Services to provide support to the This Girl Can Campaign: Sport England's behaviour change campaign, This Girl Can, has successfully persuaded 2.9m women to get more active, delivering sustained change amongst all socio-economic groups over five years leading up the pandemic. This Girl Can: We Like the Way You Move, phase 6 of the campaign, is an integrated marketing campaign that uses paid and organic media, partnerships, and activations to help women from under-represented groups get and stay more active. While the main campaign focuses on all women on lower incomes, there is a focus on women who, additionally: Have a disability and/or long-term health condition Are aged 55 to 74 years Come from black communities Come from Muslim communities Are pregnant or have a child under one year old The campaign, We Like the Way You Move, retains the best of This Girl Can - an insight-driven, authentic, and non-judgmental amplification of women's voices, with a profile that draws in senior stakeholders, commentators, and policy makers. But it is radically different, with a tighter focus on inactive women from under-represented groups, as well as other significant changes

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-0675b9
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/028170-2026
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
UK6 - Contract Award Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Award under framework
Tender Suitability
Not specified
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

72 - IT services: consulting, software development, Internet and support

CPV Codes

72212520 - Multimedia software development services

Notice Value(s)

Tender Value
Not specified
Lots Value
Not specified
Awards Value
£12,331,686 £10M-£100M
Contracts Value
Not specified

Notice Dates

Publication Date
26 Mar 20261 weeks ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
26 Mar 20261 weeks ago
Contract Period
13 Jun 2026 - 30 Sep 2028 2-3 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Complete
Awards Status
Pending
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
SPORT ENGLAND
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
LOUGHBOROUGH
Postcode
LE11 3QF
Post Town
Leicester
Country
England
Major Region (ITL 1)
TLF East Midlands (England)
Basic Region (ITL 2)
TLF2 Leicestershire, Rutland and Northamptonshire
Small Region (ITL 3)
TLF22 Leicestershire CC and Rutland
Delivery Location
Not specified
Local Authority
Charnwood
Electoral Ward
Loughborough Ashby
Westminster Constituency
Loughborough

Supplier Information

Number of Suppliers
1
Supplier Name

WAVEMAKER

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts. 

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