According to HSBC’s findings, just one in five (19 per cent) SME leaders feel their business is promoted enough, while four out of 10 (38 per cent) say they lack the time or resources to reach new customers.
More than half (55 per cent) still rely on word of mouth and repeat custom to grow.
To level the playing field, the banking giant has partnered with 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 per cent 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 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.
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 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.
