Reserve Your Stand for 2026
Reserve Your Stand for 2026

Sammy Heaney (Sammy TV)

Sammy Heaney is the powerhouse behind Sammy TV, a platform that shares the stories of rural life, farming culture, and machinery with a mix of humour, honesty, and heart. With a background in media and a natural way of connecting with people, she’s spent years capturing life in the countryside, highlighting the real characters behind the tractors, trucks, and tools.
From farmyards to machinery auctions, Sammy’s content gives a genuine glimpse into rural communities across Ireland and beyond. Her videos reach a strong and loyal following across social media and YouTube.
Now working independently, Sammy partners with brands looking to speak to real people in rural areas. As our 2026 ICE Expo Brand Ambassador, we’re delighted to have her on board and bringing with her a down-to-earth voice.

Peter Finn (Pete the Builder)

Peter Finn, known to many as Pete the Builder, is a familiar face both on and off the screen. A builder by trade and a passionate advocate for the construction industry, Peter is the co-presenter of RTÉ’s Home Rescue and host of the Constructive Voices podcast, where he shares insights and stories from across the building world.
As Owner and Managing Director of MDS Construction Ltd., Peter has led the successful delivery of many high-profile projects, including protection works on the Old Library at Trinity College Dublin (home to the Book of Kells), heritage restorations, high-end new builds, and the relocation of the Fair City film set on the RTÉ campus. His work spans both modern construction and the careful preservation of historic sites.
Peter is also a proud brand ambassador for Chadwicks Group, Tec7 Adhesive, Helly Hansen Workwear, Festool Ireland, and Tadg Riordan Motors — trusted names in the trade. His reputation is built on experience, energy, and a genuine love for building.
We’re proud to have Peter on board as a 2026 ICE Expo Brand Ambassador, bringing his knowledge, personality, and passion for the industry to this year’s event.

Tyre Warrior

The Tyre Warrior Joins ICE Expo 2025 as Brand Ambassador. We’re thrilled to announce that The Tyre Warrior, known to thousands online as @tyrewarrior, will join ICE Expo 2025 as an official Brand Ambassador.
With a reputation for precision, speed, and unmatched expertise in tyre repair and maintenance, The Tyre Warrior has become one of the most recognisable figures in the tyre industry — educating and entertaining followers across Ireland and beyond.

At this year’s show, he’ll take centre stage in the Tyre Pitstop Zone, where he’ll be judging the brand-new “Tyre Fitting Challenge”. This high-energy live competition will run over both days of the Expo, testing participants on their skill, safety, and speed as they race to change a tyre — all for a super cash prize.

“The Tyre Fitting Challenge is going to be something special,” said The Warrior. “It’s hands-on, it’s exciting, and it shines a light on the real skills behind the tyre trade. I can’t wait to see what the competitors bring to the pit!”