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Sport England

Provision of Segmentation Enrichment and Development

Publication Platform

Publication Date
08 January 2020

12:00am, 20 January 2020

Tender ID

Sport England is a public body and invests up to £300 million National Lottery and government money each year in projects and programmes that help people get active and play sport. It wants everyone in England, regardless of age, background, or level of ability, to feel able to engage in sport and physical activity. That's why a lot of its work is specifically focused on helping people who do no, or very little, physical activity and groups who are typically less active - like women, disabled people and people on lower incomes. Greater engagement in sport and physical activity will increase levels of: physical wellbeing; mental wellbeing; individual development; social and community development; and economic development. The 2016-2021 Sport England strategy mandates that, as an organisation, we focus our efforts on supporting a more diverse range of people to engage in sport and physical activity, and in a regular and sustained manner. We are looking to increase those (adults aged 16 and over) doing at least 150 minutes of physical activity a week by 500,000 people, with a specific emphasis on women and low socio-demographic audiences. Symbiotically, we are seeking to decrease the number of people who are currently inactive (do less than 30 minutes of physical activity per week). If we are to help different audiences change - or maintain - their attitudes and behaviour towards physical activity, we need to understand beyond their sporting habits and preferences and look at their wider lives. A core focus of the strategy is understanding behaviour change; rather than focusing on sporting activity as a snapshot, we will seek to understand what drives behaviour for different parts of the population and seek to affect this accordingly. Our overarching aims for this piece of work is to: - Drive a step change in the way the sector can identify and describe these audiences, moving from demographics to the mindsets which drive behaviour - Support the sector in targeting and engaging with Sport England's priority audiences in a way that will drive the greatest return on investment - Help the sector understand an audience in greater depth and use that understanding to inform interventions, providing opportunities that are matched to the audience's needs and that reflect what they enjoy If you are interested in this opportunity, the procurement documents are available, free of charge, at: