London, 26th June 2025 — The British Interactive Media Association (BIMA) is delighted to announce that iconic British brand Aston Martin will be one of the official Challenge Partners for the 2025 BIMA Digital Day, joining HelloFresh in helping to inspire the next generation of digital talent.
Now in its 14th year, Digital Day is BIMA’s flagship initiative introducing 11–16-year-old students to the exciting world of digital careers.
With the UK’s digital sector growing at twice the rate of the wider economy, the industry is facing a skills shortage. Digital Day aims to tackle this by inspiring more young people to explore digital careers and strengthening the sector’s future talent pipeline.
Founded in 1913, Aston Martin is globally recognised for its luxury sports cars and cutting-edge design. The renowned automotive brand will partner with Digital Day sponsors, EPAM Systems, Inc. and Human First Collective, to create one of the bespoke challenges that inspires students to explore digital innovation, creativity, and problem-solving.
“Partnering with BIMA this year gives us a brilliant springboard to not only support students with broadening their understanding of one of the most exciting career paths available, but also gives us a fresh new perspective at such a scale that we would not otherwise be able to reach” said Azhar Kholwadia, Global Head of Digital and Growth at Aston Martin.
“Our ongoing collaboration with BIMA, now in its eighth year, demonstrates our shared commitment to empowering the next generation, and we’re thrilled to partner with Aston Martin to support the 2025 Digital Day initiative,” said Kate Pretkel, Vice President, Global Head of Sustainability at EPAM. “By engaging young minds through education and inspiration, we aim to close the digital skills gap and cultivate creativity, problem-solving and technological resilience, which are key enablers of success in the digital economy.”
Each year, thousands of students from over 200 schools across the UK take part in Digital Day, solving real-world digital challenges and competing to be crowned Digital Day champions. The initiative is supported by more than 150 digital and tech companies. This year, Aston Martin brings a unique and inspiring perspective to the challenges.
“We are thrilled to have the prestigious British car manufacturer Aston Martin as a challenge partner for Digital Day 2025.” said Louise Lamb, Digital Day Coordinator at BIMA. “They have continuously been at the absolute top of their game and will be a fantastic inspiration for the students. We are delighted to have their support.”
BIMA Digital Day 2025 will take place on 12 November. Schools and digital industry professionals are invited to get involved in this exciting, nationwide initiative that helps shape the future of the UK’s digital workforce.
Applications are now open – join us in inspiring tomorrow’s digital leaders. Sign up for Digital Day today.
For more information, contact digitalday@bima.co.uk.
About BIMA:
BIMA is the voice of tech and creativity. BIMA is a not-for-profit membership organisation for digital and tech professionals, agencies, businesses, charities, and universities across the UK. BIMA drives innovation through knowledge sharing, showcasing best practices, and developing talent. It gives its members the chance to have their voices heard and to make a difference. Members of BIMA value innovation, the sharing of knowledge and best practice, and supporting the next generation of industry professionals. They are leaders in their field and committed to making outstanding experiences by harnessing the combination of technology and creativity.