BMW Ireland Launches Future Entrepreneur Competition

Published on 23 May, 2025

BMW Ireland teams up with entrepreneur Peigín Crowley to launch a national competition

Overview

BMW Ireland has announced a new nationwide competition aimed at supporting the next generation of Irish business leaders. The Future Entrepreneur Competition, launched in collaboration with entrepreneur and Friend of the BMW Brand Peigín Crowley, offers a unique platform for innovative start-ups to gain visibility, mentorship, and support from one of the world’s most recognisable automotive brands.

The initiative is designed to spotlight early-stage founders whose ventures reflect the core BMW values of innovation and sustainability. Start-ups across Ireland are invited to apply by submitting a three-minute video pitch alongside a short entry form explaining their vision, purpose, and what sets them apart.

The prize package for the winning entrepreneur includes:

• Exclusive use of a fully electric BMW iX1 or iX2 with company branding for three months

• One-to-one mentoring with Peigín Crowley

• Support and guidance from the BMW Group

• A professional photo and video shoot with promotion across BMW Ireland’s channels

Helen Westby, Managing Director of BMW Ireland, said:

“Ireland has always been a country of incredible ideas and bold ambition. Through this programme, we’re proud to support the next generation of Irish entrepreneurs and help them accelerate their business with support and alignment from our brand.”

Crowley, founder of wellness brand GROUND, added:

“This programme is about more than mobility—it’s about momentum. It gave our business an incredible boost in visibility, confidence and credibility. Now it’s time to pay that forward.”

Entries will be judged by a panel that includes Enterprise Ireland, with a focus on clarity, creativity, and alignment with BMW’s sustainability goals. Applications open on 19 May 2025 and close at midnight on 22 June 2025. Finalists will be invited to a networking lunch on 16 July, where the overall winner will be announced.

To apply or learn more, visit discoverbmw.ie.

This new initiative builds on BMW Group’s broader commitment to innovation through ventures like the BMW Start-Up Garage, now in its tenth year, and Catena-X, a collaborative data ecosystem aimed at making the automotive industry more sustainable and efficient.

BMW Ireland’s Future Entrepreneur Competition is more than just a prize—it’s a springboard for start-ups ready to scale with purpose and drive.

Sinead McCann

Sinéad is our resident car tester who has the unenviable (-ok, slightly enviable) task of reviewing all the latest new cars to hit the market. You can follow her on Twitter @smcani and on Instagram @whatshedrives