HSBC UK has teamed up with Double Olympic Champion Dame Kelly Holmes and rugby legend Brian O’Driscoll to boost visibility for Britain’s smallest businesses.

Small businesses are the beating heart of the UK economy: creating jobs, energising high streets and boosting communities. But while they’re vital to growth, new research from HSBC UK shows many entrepreneurs are struggling to promote themselves and attract new customers.

According to the findings, just one in five (19%) SME leaders feel their business is promoted enough, while four out of 10 (38%) say they lack the time or resources to reach new customers. More than half (55%) still rely on word of mouth and repeat custom to grow.

New competition gives small businesses a boost

To level the playing field, HSBC UK has launched a nationwide search to give them the kind of visibility and storytelling power normally reserved for major brands.

HSBC UK has partnered with Double Olympic Champion Dame Kelly Holmes and former British and Irish Lions captain Brian O’Driscoll to give three small businesses the ultimate boost: their own celebrity brand ambassador.

Tom Wood, Head of Business Banking at HSBC UK, 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.”

The HSBC UK Small Business Brand Ambassador Competition will be judged by Dame Kelly Holmes, Brian O’Driscoll and HSBC UK’s Head of Business Banking Tom Wood, who will look for small businesses with a compelling story, a clear purpose and the potential for the prize to make a meaningful impact on their future growth.

Each winner will see that story brought to life in a bespoke promotional film, co-starring Kelly and Brian, celebrating their business.

To kick off the campaign, Kelly and Brian are taking over Ciaro, a family-run Italian restaurant in Birmingham, stepping behind the counter to serve customers. The one-day takeover marks the official launch of the competition and a nationwide call for entries.

Double Olympic Champion, 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.”

Irish rugby legend 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.”  

How to enter

The HSBC Small Business Brand Ambassador Competition is free to enter and open to UK-based small businesses with fewer than 20 employees. Entries close at midnight on Sunday 5 January 2026, with winners announced from 19 January, ahead of their Ambassador-for-a-Day experience with Kelly and Brian in February 2026.

Part of HSBC UK’s ongoing support for small businesses

This competition is the latest initiative from HSBC UK to champion small businesses and put them in the spotlight. In July 2025 HSBC introduced a no monthly account fee on its Small Business Banking Account. Customers continue to benefit from free UK digital banking and free access to Business Specialists. More recently, HSBC UK announced it was making an additional £5bn of lending available over the next five years. This will underpin the growth ambitions of thousands of small businesses across the country, helping deliver on the objectives in the Government’s Small Business Plan.

The bank also run the HSBC Small Business Growth Programme – a free, open-to-all platform offering training, events and expert insights designed to give entrepreneurs the tools to grow and succeed.

Find out more here: HSBC Small Business Growth Programme: tools for success.