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Published 26 Mar 2026, 16:58 GMT

Official UK procurement notice

SE1249 - TGC Media Buying Agency

Official notice

Authority: Sport England (Public body)

Award under framework
Sectors: IT Services & Software (72) Delivery: Delivery location not published
Awarded value£12,331,686published award · exc. VAT
Awarded 26 Mar 2026
Awarded to Wavemaker Ltd

What is being bought

Published requirement 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

The lotProcurement structure

single lot · no lot value published
Lot #1Awarded
72212520 Multimedia software development services

Procedure terms & legal framework

From the official record
Procedure method
Award under framework
Legal basis
UKPGA · 2023/54 Procurement Act 2023
Notice status
Awarded
Procurement threshold
Unspecified in notice
Regulatory regime
Standard
Commercial structure
Call-off under a framework
Competition type
Direct award (no call for competition)
GPA / WTO covered
Unspecified in notice
Recurring procurement
Unspecified in notice
First published
26 Mar 2026, 16:58 GMT
Last source update
23 Apr 2026, 14:54 BST
FTS notice number
2026/S 000-037164
Latest notice
Contract details notice (UK7)
Delivery area
Not published
Official registry OCID
ocds-h6vhtk-0675b9 Find a Tender
Related procedures1

How it was run

Official notice
Submission deadline
—

Timeline

8 Apr 2026 → 23 Apr 2026 · 2 dates
  1. Standstill ends198 days ago
    8 Apr 2026, 23:59 BST
  2. Notice published183 days ago
    23 Apr 2026, 14:54 BST

Notice history

3 events · 2 releases on Find a Tender · since 26 Mar 2026
  1. Contract award notice published
    26 Mar 2026, 16:58 GMT
    UK6
  2. Contract signature expected
    14 Apr 2026, 23:59 BST
    scheduled
  3. Contract details notice published
    23 Apr 2026, 14:54 BST
    UK7

Commercial outcome & contract awards

Published awards, contracts and bid statistics, not a forecast
Awards 1
Awarded value £12,331,6861 award exc. VAT
Contracts signed 1latest 23 Apr 2026
Awarded toValueDateStatus
Wavemaker LtdSE1249 - TGC Media Buying Services14 Jun 2026 – 30 Sept 2028£12,331,68626 Mar 2026Awarded

Contracts

  • SE1249 - TGC Media Buying Services · Wavemaker Ltd

    Signed
    23 Apr 2026
    Value
    £12,331,686
    Period
    14 Jun 2026 – 30 Sept 2028
    Status
    active
    5 agreed KPIs: On-time development of paid media proposals and plans · Develop and implement paid media proposals · Develop and implement paid media proposals …
    • On-time development of paid media proposals and plans, that meet the requirements of the paid media brief that will be developed by the media planning agency in compliance with the SLA timelines.
    • Develop and implement paid media proposals, for each wave of paid media investment in collaboration with the TGC Collective, media planning agency
    • Develop and implement paid media proposals, for each wave of paid media investment in collaboration with the TGC Collective, media planning agency Essence Mediacom and other suppliers as part of an integrated campaign strategy, in compliance with SLA timelines. Daily or weekly campaign update reporting, including recommendations during active paid media periods. Prompt post campaign analysis of paid media plan results after each wave of investment with clear learnings and recommendations identified.
    • Monthly meeting to review spend, results and working practices to ensure we’re on track
    • Social Value KPI – to be agreed by the parties within one month of the Start Date.

Contracting authority & participating public bodies

Sport England

Contracting authorityPublic authority - sub-central government GB-PPON: PTWR-9348-TXMN Loughborough Sport Park, Loughborough, East Midlands, LE11 3QFContact email

Bidders & participating suppliers

1 commercial party on the notice
  • Wavemaker LimitedAwarded supplierGB-COH: 04078547 Sea Containers, 18 Upper Ground, London, London, SE1 9ETContact email

Official documents & specifications (2)

Official links; attachments are not copied

Notices published for this procedure

  • Contract details notice contractContract details noticeUK7Contract details notice on Find a Tender
  • Contract award notice awardContract award noticeUK6Contract award notice on Find a Tender