---
title: "SE1249 - TGC Media Buying Agency"
ocid: "ocds-h6vhtk-0675b9"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0675b9"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-0675b9.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-0675b9.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "SPORT ENGLAND"
published: "2026-04-23"
---

# SE1249 - TGC Media Buying Agency

Buyer: SPORT ENGLAND  
Current stage: Award  
OCID: ocds-h6vhtk-0675b9

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[Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-0675b9.json)

## Summary

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.

## Notice

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

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/037164-2026 |
| 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 |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 23 Apr 2026 |
| Submission deadline | Not specified |
| Future notice date | Not specified |
| Award date | 26 Mar 2026 |
| Contract period | 13 Jun 2026 - 30 Sep 2028 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | £12,331,686 |
| Contracts value | £12,331,686 |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Complete |
| Awards status | Active |
| Contracts status | Active |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | SPORT ENGLAND |
| Locality | LOUGHBOROUGH |
| Post town | Leicester |
| Postcode | LE11 3QF |
| Country | England |
| ITL 1 | TLF East Midlands (England) |
| ITL 2 | TLF2 Leicestershire, Rutland and Northamptonshire |
| ITL 3 | TLF22 Leicestershire CC and Rutland |
| Local authority | Charnwood |
| Electoral ward | Loughborough Ashby |
| Westminster constituency | Loughborough |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | WAVEMAKER |

## CPV Codes

### Divisions

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

### Codes

- 72212520 - Multimedia software development services

## Release History

- 23 Apr 2026 at 13:54 - Award - UK7 - Contract Details Notice - https://www.find-tender.service.gov.uk/Notice/037164-2026
- 26 Mar 2026 at 16:58 - Award - UK6 - Contract Award Notice - https://www.find-tender.service.gov.uk/Notice/028170-2026

## Documents

- https://www.find-tender.service.gov.uk/Notice/037164-2026
  23rd April 2026 - Contract details notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/028170-2026
  26th March 2026 - Contract award notice on Find a Tender

## Notice URLs

- https://www.find-tender.service.gov.uk/api/1.0/ocdsReleasePackages/ocds-h6vhtk-0502d0
- https://www.legislation.gov.uk/ukpga/2023/54/contents

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0675b9. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-0675b9.json.