TenderOppsIndependent tender search
AwardedAwarded 23 April 2026

SE1249 - TGC Media Buying Agency

Sport England · Local or regional public body

In brief

Sport England awarded IT and software work to Wavemaker Limited on 23 April 2026.

Built from the notice's own fields. Always check the official notice before you bid.

What the notice says

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

Who won

WinnerValueDates
Wavemaker Limited£12,331,686
Awarded 26 March 2026
14 June 2026 to 30 September 2028

Values as the award notice gives them, excluding VAT where stated.

Timeline

  1. Contract award notice · UK6, notice 028170-2026
  2. Contract details notice · UK7, notice 037164-2026

About the buyer

Sport EnglandLast 12 months

Procurements

20

Awards

14

Suppliers it has used most for IT and software

All tenders and awards from Sport England

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From notice 028170-2026 on Find a Tender, first published 26 March 2026, last updated 23 April 2026. We last checked for changes on 28 September 2026.