New findings from HSBC UK suggest visibility remains a significant barrier to growth for smaller firms, with more than one third saying they lack the time or money to reach new customers.

The bank has enlisted Dame Kelly Holmes and former British and Irish Lions captain Brian O’Driscoll to support the initiative (main picture).

The research indicates only one in five SME leaders believe their business receives enough promotion, while four in 10 say they do not have the resources to expand their profile. More than half continue to depend on word of mouth and repeat custom.

COMPETITION TO SUPPORT SMALL BUSINESSES

In response, HSBC UK has opened a nationwide search for three firms that would benefit most from enhanced visibility. The winners will receive a bespoke promotional film fronted by Kelly Holmes and Brian O’Driscoll, designed to showcase their business to a wider audience.

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.”

CLEAR PURPOSE

The judging panel will comprise Holmes, O’Driscoll and Wood. They will look for entrants with a clear purpose, a strong narrative and the potential to benefit meaningfully from the exposure.

To launch the campaign, Holmes and O’Driscoll spent a day working at Ciaro, a family-run restaurant in Birmingham, where they served customers and helped draw attention to the competition.

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.”

LOCAL POWER

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 businesses with fewer than 20 employees.

Entries close at midnight on Sunday five January 2026, with winners announced from 19 January ahead of their ambassador-for-a-day experience in February.

Applications can be made online via HSBC UK’s dedicated competition page.