Sport England has launched a new phase of its This Girl Can campaign, We Like the Way You Move.
The new campaign is supported by a national TV, outdoor and digital campaign. A new TV advert takes centre stage, featuring 13 street-cast women from across England.
They are shown moving in ways that reflect their real lives, with activities including family bike rides, dancing in the kitchen, pregnancy yoga, wheelchair rugby, boxing and walking football. The advert is soundtracked by a reimagined version of the BodyRockers’ track I Like the Way.
The campaign is accompanied by an AI-powered study of over 4,000 publicly available photos from sports and leisure facilities, which found significant underrepresentation of women.
The campaign aims to inspire women to share their own ways of moving on social media, helping to change the picture of what getting active looks like.
Kate Dale, Director of Marketing at This Girl Can and Sport England, said, “Over the last decade, This Girl Can has inspired over four million women to get active, but while inequality persists our work is not done. We’re here for the women left behind. Together we can change the picture of what women getting active looks like.”
WME Group has appointed Robbie Henchman to the dual role of President of global marketing agency 160over90 and Senior Partner at WME.
In his new position, which is effective immediately, Henchman will oversee the strategic direction of 160over90 and lead WME’s brand representation business. He will focus on delivering entertainment solutions to corporate brands, with current clients including Lego, McDonald’s, and several premier sports properties.
160over90 client roster includes AB InBev, Coca-Cola, DP World, Marriott International, and Visa.
The appointment marks a move within the wider Endeavour network for Henchman, who was previously the President of IMG Events and Global Partnerships. During his 30-year career with IMG, he managed a global events portfolio that included the Miami Open, Wimbledon, The R&A, and the Olympic & Paralympic Games.
Robbie Henchman said, “The entertainment, sports and experiential spaces are on an exciting trajectory, with 160over90 and WME at the forefront of this change. I’m thrilled to be supporting our global team in forging transformative brand-to-consumer connections that drive measurable results for our clients’ businesses.”
TGI Sport has announced that its recently acquired US-based experiential marketing firm, Engine Shop, will be rebranded TGI Wildcard with immediate effect.
The strategic move follows the acquisition of the New York-based agency earlier this year and unites the new US team with TGI Wildcard’s existing operations in Melbourne and London.
The rebrand expands TGI’s global footprint and strengthens its creative offering, with the US division expanding its capabilities to include PR and communications.
Martin Jolly, Global CEO, TGI Sport, said, “The acquisition of Engine Shop earlier this year has enabled us to combine our collective resources and expand our content creation and brand experience offering; a move which is already delivering new opportunities to the business. This re-brand is an important step in strengthening our position as we continue to realise our global potential.”
World Squash, headquartered in England, has partnered with the World Academy of Sport (WAoS) to launch the World Squash Academy.
The new learning platform is a major initiative designed to support the global development of squash, capitalising on the sport’s inclusion in the Olympic Games Los Angeles 2028 (LA28).
The tech-driven academy will use the Censeo platform to provide learning opportunities and resources for National Federations, coaches, and other stakeholders, expanding the World Squash Coaching programme into multiple languages.
Development has already commenced with a review and consultation process involving members and stakeholders. The World Squash Academy is scheduled to launch in 2026.
Zena Wooldridge OBE, World Squash President, commented, “The partnership with the World Academy of Sport to create this learning platform coincides very nicely with our new World Squash strategy and the key priorities emerging from it.”
“The longer-term potential of this partnership with WAoS and its unique Censeo platform goes well beyond a basic learning management system.”
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