Three small UK businesses are being offered a major boost with the chance to win a celebrity brand ambassador for a day, in a new national competition launched by HSBC UK.
Sporting Legends Turn Business Judges
The competition will be judged by an elite panel featuring double Olympic champion Dame Kelly Holmes and former rugby union star Brian O'Driscoll. They will be joined by the head of business banking at HSBC UK to select the winners.
Dame Kelly revealed that her own journey into business and public speaking was unexpected. She told the Press Association that standing in front of thousands of business people was never in her "psyche" during her athletics career. Her passion was ignited after project-managing the construction and operation of a coffee shop in her home village of Hildenborough in Kent.
"I did have my own project. I was into construction and I did run my own business. So that's why I'm passionate about this," she said, explaining her ability to sympathise with the challenges small firms face.
What Winners Will Receive
The three successful businesses, each with fewer than 20 staff, will receive a significant promotional package. The core prize is a bespoke promotional film co-starring both sporting legends, which will bring the winner's business story to life.
Dame Kelly stated she will be looking for "heart" from entrants, but also a strategic mind. "You also have to have quite a good head on you when you're thinking ahead of how that business is going to thrive," she added.
The judges will be seeking firms with a compelling story, a clear purpose, and the potential for the prize to make a meaningful impact on their future growth.
Addressing Barriers to Growth
HSBC UK launched the initiative on Tuesday 2 December 2025 as part of a campaign to highlight the barriers entrepreneurs face in growing their profile. A bank-commissioned survey of 500 SME leaders found that 55% rely primarily on word of mouth and repeat customers for growth.
Furthermore, less than a fifth felt their business was promoted enough, and 38% said they lacked the time or resources to reach new customers.
The competition is free to enter and businesses do not need to be HSBC customers. Entries opened on 2 December and will close at midnight on 5 January. The winners will be announced from 19 January, with the promotional videos filmed in February.
