---
title: "SE1249 - TGC Media Buying Agency"
ocid: "ocds-h6vhtk-0675c6"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0675c6"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-0675c6.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-0675c6.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "SPORT ENGLAND"
published: "2026-03-26"
---

# SE1249 - TGC Media Buying Agency

Buyer: SPORT ENGLAND  
Current stage: Award  
OCID: ocds-h6vhtk-0675c6

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[Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-0675c6.json)

## Summary

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.

## Notice

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

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/028193-2026 |
| 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 |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 26 Mar 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 | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Complete |
| Awards status | Pending |
| Contracts status | Not specified |

## 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

- 26 Mar 2026 at 17:21 - Award - UK5 - Transparency Notice - https://www.find-tender.service.gov.uk/Notice/028193-2026

## Documents

- https://www.find-tender.service.gov.uk/Notice/028193-2026
  26th March 2026 - Transparency notice on Find a Tender

## Notice URLs

- 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-0675c6. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-0675c6.json.