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Small Firms Get a Chance at Endorsement from Sports Stars in a New Competition

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  Published in Sports and Competition on Tuesday, December 2nd 2025 at 6:17 GMT by PA Media

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Small Firms Get a Chance at Endorsement from Sports Stars in a New Competition

A fresh and ambitious initiative is giving small businesses an unprecedented chance to secure high‑profile endorsements from some of the world’s biggest sports stars. Launched this week by a consortium of sports‑marketing firms and a leading UK charity, the “Star‑Partner Pitch” competition invites entrepreneurs, start‑ups and local retailers to submit their most creative campaign ideas. The winners will receive a professional endorsement package from a signed‑on sports icon, alongside a suite of marketing support and media exposure.

The Idea Behind the Pitch

The competition was conceived as a response to growing concerns that small firms—often the backbone of local economies—lack the capital, connections, or expertise to access the celebrity‑driven advertising that can drive brand growth. By pairing a passionate entrepreneur with a star athlete, the programme aims to democratise access to top‑tier marketing.

“We’ve seen a clear divide in the advertising world. Big brands get to pay for huge name‑endorsers, while smaller players are left to work with the same old strategies,” says Anna Mitchell, chief marketing officer at the partnership group behind the competition. “The Star‑Partner Pitch gives them a chance to play in that same arena, but on a level playing field.”

The competition is co‑funded by the National Lottery, UK Sport, and the marketing agency 4S Marketing, which has already worked with global brands such as Nike, Red Bull, and Asics. In return, the partners receive positive brand exposure and the opportunity to champion emerging talent.

How the Competition Works

Eligibility and Submissions

The competition is open to any business operating in the UK that employs fewer than 50 people. Applicants must have a clear product or service, a concise marketing plan, and a willingness to collaborate with a sports star. The application portal, live from 1 pm GMT on Monday, requires a short pitch deck, a video of the product in action, and a three‑minute “why this star?” statement.

“We want to see the business’s personality shine through,” notes Mitchell. “The star should feel like they’re partnering with a genuine brand, not a one‑off ad.”

Judging Criteria

The judging panel, which will include representatives from 4S Marketing, a senior editor from The Guardian’s business section, and a former professional athlete, will evaluate proposals on:

1. Innovation – originality and creativity of the marketing concept.
2. Alignment – how well the brand and the athlete’s values match.
3. Scalability – potential to grow the partnership beyond the initial launch.
4. Impact – projected reach and engagement metrics.

The Endorsement Package

The prize is a multi‑layered package that moves far beyond a simple endorsement deal:

• Athlete Collaboration – Winners will be matched with a sports star whose public persona and audience align with the brand. The partnership will include a short film, social‑media take‑overs, and a signature product line.
• Marketing Support – 4S Marketing will provide a full branding review, media buying strategy, and a post‑campaign performance report.
• Mentorship – Each winner receives one month of one‑on‑one mentorship with a senior brand strategist to refine their long‑term growth plan.
• Media Exposure – The launch will be featured on BBC’s “The Big Deal,” the BBC World Service’s “The Entrepreneur” podcast, and on the competition’s own livestream channel, guaranteeing millions of views.

The athlete’s role will be largely creative and strategic, not merely a commercial endorsement. They will be involved in co‑designing the campaign and will appear in all major communications.

Success Stories from the Trial

The competition has already begun to attract interest. A boutique London fashion house that specialises in sustainable streetwear has applied, hoping to partner with a rising football star who is equally passionate about environmental activism. A small engineering firm based in Birmingham is looking to collaborate with a famous sprinter to promote their cutting‑edge wearable technology.

“We’ve had a couple of pilot applications that we’re already excited about,” says Mitchell. “The enthusiasm and originality are telling. We’re looking forward to seeing how the partnership evolves once we hand the ball to the athlete.”

The Bigger Picture

The Star‑Partner Pitch is part of a broader trend of sports‑marketing firms looking to broaden their reach. As the industry seeks new revenue streams and innovative ways to engage younger audiences, aligning with small, niche brands offers a fresh narrative. “Small firms bring authenticity, agility, and a different kind of story,” says 4S Marketing’s managing partner, Kevin Lee. “Athletes thrive on authenticity. This is a win‑win for both parties.”

The competition’s launch also reflects a growing belief that celebrity endorsements should serve the wider community. By giving small businesses a platform, the programme could help to redistribute some of the influence and wealth that has traditionally been monopolised by large corporations.

What’s Next

The deadline for submissions is 31 March 2025, with winners announced on 15 April 2025 during a live virtual event hosted by BBC. The winners will then embark on a six‑month partnership that will culminate in a joint product launch, a brand‑ambassador film series, and an integrated social‑media push across Instagram, TikTok, and YouTube.

For entrepreneurs dreaming of turning a local idea into a national story, the Star‑Partner Pitch offers a rare, well‑structured path to doing just that—under the watchful eye of a sports icon who is eager to champion the next wave of innovative small‑business talent. As the competition unfolds, it will be fascinating to see how these unlikely alliances reshape the marketing landscape and how they empower small businesses to dream bigger than ever before.