Sport England has hired Cake, the sports marketing arm of the Havas advertising and PR agency. The public body – established by Royal Charter in 1996 to “give everyone in England the chance to benefit from sport and physical activity” – has for its immediate priority the #ReturnToPlay campaign, which is timed with the gradual easing of Covid-19 restrictions that has just started in the U.K. “The next few weeks and months,” says Ali Donnelly, Sport England’s executive director of digital, marketing and communications, “are crucial as the nation takes its first steps into recovery.” The first of a series of videos on the subject is live online. On the horizon for Cake is Sport England’s ten-year strategy, called “Uniting the Movement,” which was set to begin this year.