Winners 2025

Events 2025

Sophie Rowe had already built an impressive events career spanning major sporting occasions such as the 2012 Olympic Games in London and the Rugby World Cup before she joined BMW in 2016. After a brief secondment to the America's Cup in Bermuda, she returned to BMW and was promoted to events manager for golf in January 2023. Her exceptional leadership revitalised the BMW Golf Cup after a four-year hiatus, achieving record-setting 96% retailer engagement across BMW's 130-strong network. Rowe’s negotiation skills also secured an i7 placement on the 18th tee at the PGA Championship, which generated an additional £306,000 in media value at no extra cost to BMW. Her line manager described her methods as "the gold standard" and said they have become "a reference point for best practices" across other BMW events.

Events 2025 nominees

Samantha Murphy, Stellantis UK

Since arriving in 2019, Samantha Murphy has made her mark at Stellantis UK, where she manages multiple projects across the company's diverse brand portfolio. With a first-class media and communication degree, she brings creativity and meticulous planning to every event. Her standout achievements include the Stellantis Fleet & Business Live event at Millbrook, where she coordinated approximately 400 delegates and more than 200 vehicles, resulting in record orders within just two days. She also successfully managed five days of media and dealer attendance at the World Endurance Championships at Le Mans, orchestrating transportation, accommodation and activities. Colleagues have praised Murphy for her innovative approach, which consistently prioritises the attendee experience while efficiently managing budgets.

Annie Richmond, Ineos Automotive

Annie Richmond brings 23 years of automotive and motorsport expertise to her role at 4x4 manufacturer Ineos Automotive, where she oversees event strategy across multiple global regions. Her career journey spans Formula 1 with McLaren, Ferrari and Caterham, the World Rallycross Championship managing OEMs including Citroën and Volkswagen, and Formula E, where she guided Jaguar's 2016 entry. Since joining Ineos, Richmond has delivered numerous ‘firsts’ for the brand, including its urban pop-up at Battersea Power Station, a showroom installation at the America’s Cup and the Ineos Fusilier reveal. Her innovative approach includes recruiting staff across departments to represent the brand at events, creating authentic customer interactions that showcase the company's passion for off-roading.

Lucy Riley, Stellantis UK

When she joined Stellantis UK in May 2023, Lucy Riley brought diverse experience from roles in hospitality, data marketing and AV production. Despite being relatively new to the automotive sector, she has quickly established herself as an exceptional events manager with an unwavering dedication to excellence. Her standout achievements to date include co-ordinating vehicle movements for two Stellantis National Business meetings, each with approximately 1400 attendees and more than 50 vehicles sourced from across the UK and mainland Europe. Riley also led the highly successful Peugeot e-3008 dealer launch at Centre Parcs Nottingham for 800 attendees. Colleagues have praised her "can-do" attitude and her ability to remain unfazed by challenges. Her meticulous planning skills and infectious enthusiasm have proven invaluable in navigating complex logistics and post-Brexit bureaucracy.