Award

SE1249 - TGC Media Buying Agency

SPORT ENGLAND

This public procurement record has 1 release in its history.

Award

26 Mar 2026 at 17:21

UK5 - Transparency Notice
Summary of the contracting process

The procurement process initiated by Sport England involves a direct award to Wavemaker Limited for media buying services supporting the "This Girl Can: We Like the Way You Move" campaign, aimed particularly at under-represented groups of women. As a public authority within sub-central government, Sport England is focusing on activating women with disabilities, aged between 55 to 74 years, from black and Muslim communities, among others. This campaign operates within the services category, specifically multimedia software development services, and the contract period spans from 14th June 2026 to 30th September 2028. The procurement process is complete, with key information published on 26th March 2026, and the contract signature scheduled for 14th April 2026. This takes place at Loughborough Sport Park, United Kingdom.

This tender showcases the opportunity for growth in media and marketing sectors, particularly for large enterprises capable of delivering integrated marketing campaigns that utilise both paid and organic media. Wavemaker Limited, with a strong presence and expertise in multimedia services, would find themselves well-positioned for such commitments. Businesses specialising in behaviour change marketing, public health promotions, and community engagement strategies appear ideally suited to leverage this contract, potentially gaining visibility and credibility by contributing to a significant government-backed campaign. The single supplier framework highlights the value and specificity required to maintain continuity and efficiency in delivering such focused initiatives.

Find more tenders on our Open Data Platform.
How relevant is this notice?

Notice Information

Notice Title

SE1249 - TGC Media Buying Agency

Notice Description

Media Buying Services to support 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

Procurement Information

Single supplier on framework RM6364 Lot 1

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-0675c6
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/028193-2026
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
UK5 - Transparency Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Direct
Procurement Method Details
Direct award
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)

View full OCDS Record for this contracting process

Download

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. 

{
    "tag": [
        "compiled"
    ],
    "id": "ocds-h6vhtk-0675c6-2026-03-26T17:21:54Z",
    "date": "2026-03-26T17:21:54Z",
    "ocid": "ocds-h6vhtk-0675c6",
    "initiationType": "tender",
    "parties": [
        {
            "id": "GB-PPON-PTWR-9348-TXMN",
            "name": "Sport England",
            "identifier": {
                "scheme": "GB-PPON",
                "id": "PTWR-9348-TXMN"
            },
            "address": {
                "streetAddress": "Loughborough Sport Park",
                "locality": "Loughborough",
                "postalCode": "LE11 3QF",
                "country": "GB",
                "countryName": "United Kingdom",
                "region": "UKF22"
            },
            "contactPoint": {
                "email": "Procurement@SPORTENGLAND.ORG"
            },
            "roles": [
                "buyer"
            ],
            "details": {
                "classifications": [
                    {
                        "id": "publicAuthoritySubCentralGovernment",
                        "scheme": "UK_CA_TYPE",
                        "description": "Public authority - sub-central government"
                    }
                ]
            }
        },
        {
            "id": "GB-COH-04078547",
            "name": "Wavemaker Limited",
            "identifier": {
                "scheme": "GB-COH",
                "id": "04078547"
            },
            "address": {
                "streetAddress": "Sea Containers, 18 Upper Ground",
                "locality": "London",
                "postalCode": "SE1 9ET",
                "country": "GB",
                "countryName": "United Kingdom",
                "region": "UKI44"
            },
            "contactPoint": {
                "email": "wpp650lot1@wppmedia.com"
            },
            "roles": [
                "supplier"
            ],
            "details": {
                "scale": "large",
                "vcse": false
            }
        }
    ],
    "buyer": {
        "id": "GB-PPON-PTWR-9348-TXMN",
        "name": "Sport England"
    },
    "tender": {
        "id": "SE1249",
        "legalBasis": {
            "id": "2023/54",
            "scheme": "UKPGA",
            "uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents"
        },
        "title": "SE1249 - TGC Media Buying Agency",
        "description": "Media Buying Services to support 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",
        "status": "complete",
        "procurementMethod": "direct",
        "procurementMethodDetails": "Direct award",
        "procurementMethodRationale": "Single supplier on framework RM6364 Lot 1",
        "lots": [
            {
                "id": "1",
                "status": "complete"
            }
        ],
        "documents": [
            {
                "id": "conflictOfInterest",
                "documentType": "conflictOfInterest",
                "description": "Not published"
            }
        ],
        "procurementMethodRationaleClassifications": [
            {
                "id": "singleSuppliersUniqueWorkArtPerformance"
            }
        ]
    },
    "awards": [
        {
            "id": "1",
            "status": "pending",
            "value": {
                "amountGross": 14798023,
                "amount": 12331686,
                "currency": "GBP"
            },
            "mainProcurementCategory": "services",
            "aboveThreshold": true,
            "suppliers": [
                {
                    "id": "GB-COH-04078547",
                    "name": "Wavemaker Limited"
                }
            ],
            "items": [
                {
                    "id": "1",
                    "additionalClassifications": [
                        {
                            "scheme": "CPV",
                            "id": "72212520",
                            "description": "Multimedia software development services"
                        }
                    ],
                    "relatedLot": "1"
                }
            ],
            "contractPeriod": {
                "startDate": "2026-06-14T00:00:00+01:00",
                "endDate": "2028-09-30T23:59:59+01:00"
            },
            "relatedLots": [
                "1"
            ],
            "documents": [
                {
                    "id": "028193-2026",
                    "documentType": "awardNotice",
                    "noticeType": "UK5",
                    "description": "Transparency notice on Find a Tender",
                    "url": "https://www.find-tender.service.gov.uk/Notice/028193-2026",
                    "datePublished": "2026-03-26T17:21:54Z",
                    "format": "text/html"
                }
            ],
            "milestones": [
                {
                    "id": "1",
                    "type": "futureSignatureDate",
                    "dueDate": "2026-04-14T23:59:59+01:00",
                    "status": "scheduled"
                }
            ]
        }
    ],
    "language": "en"
}