HSBC UK has launched a new competition giving entrepreneurs the chance to feature in a film with Double Olympic Champion Dame Kelly Holmes and former British and Irish Lions captain Brian O’Driscoll promoting their business.
According to research by the bank, only 19% of SMEs feel their business is promoted enough, 38% say they lack the time or resources to reach new customers, and more than half (55%) still rely on word of mouth and repeat custom to grow.
To help small businesses get the word out, HSBC will give three small businesses “the ultimate boost; their own celebrity brand ambassador”.
Judged by Dame Kelly Holmes, Brian O’Driscoll and HSBC UK’s head of business banking Tom Wood, the winners will each feature in a bespoke promotional film, co-starring the sports stars, to celebrate their business.
Tom Wood said:
“Small businesses make up 99% of all private sector businesses; they are key to driving the UK’s growth. Yet our research shows many business owners simply don’t have the time to promote themselves and build their brand. This is limiting the opportunities which will ultimately create jobs and boost communities across the country.
“Our competition gives them a unique opportunity to boost their profile using the star power of two of the UK’s most accomplished sporting legends.”
To kick off the campaign, Kelly and Brian took over Ciaro, a family-run Italian restaurant in Birmingham, stepping behind the counter to serve customers.
Dame Kelly Holmes said:
“Small businesses are the heartbeat of the UK – they drive our economy and hold our communities together. I know from both my own experience of project managing the build, to then running a coffee house in my home village, and also with my sporting career, that success takes passion, perseverance, belief and resilience – and that’s exactly what small business owners show every day.
“This competition is about shining a light on the people behind the hard work and commitment as well as their achievements and giving them the platform they deserve.”
Brian O’Driscoll added:
“I got involved in this campaign as I really believe in the power of ‘local’. Some of the most inspiring stories are happening in our own communities.
“Running your own business takes huge energy, effort and passion; real people and real families bringing life to our neighbourhoods every single day. I’m pleased to be able to support these businesses on behalf of HSBC UK.”
The HSBC Small Business Brand Ambassador Competition is open to UK-based small businesses with fewer than 20 employees. Entries close at midnight on Sunday 5 January 2026.