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SE1249 - TGC Media Buying Agency

Sport England

This public procurement record has 2 releases in its history.

Award

23 Apr 2026 at 14:54

UK7 - Contract Details Notice
Award

26 Mar 2026 at 16:58

UK6 - Contract Award Notice
Summary of the contracting process

Sport England has awarded a contract for media buying services to support their "This Girl Can" campaign, designed to promote physical activity among women, especially those from under-represented groups. The procurement process, initiated as a selective tender, concluded with the contract award to Wavemaker Limited under a framework agreement. Operating from Loughborough, Sport England acts as a sub-central government public authority. The contract period commences on 14th June 2026 and concludes on 30th September 2028. Key dates include the award on 23rd April 2026 and the completion of the standstill period on 8th April 2026.

This tender offers significant opportunities for businesses specialising in multimedia software development, particularly those capable of devising comprehensive media campaigns akin to "This Girl Can". Large-scale enterprises with expertise in media buying and integrated campaign strategies are well-suited to compete in such tenders. The contract value, amounting to £12,331,686, ensures substantial financial growth for the successful bidder. Companies with experience in handling large campaigns and catering to socio-economically diverse populations should consider similar opportunities arising from public health-driven initiatives.

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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/037164-2026
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
UK7 - Contract Details 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
£12,331,686 £10M-£100M

Notice Dates

Publication Date
23 Apr 20265 months ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
26 Mar 20266 months ago
Contract Period
14 Jun 2026 - 30 Sep 2028 2-3 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Complete
Awards Status
Active
Contracts Status
Active

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
Postcode Area
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 LIMITED

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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