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Lenovo has launched Call Eva, a phone line that lets entrepreneurs in the UK and six other countries leave a voice message for the actress and business owner Eva Longoria, with a selection of the questions to be answered live on 16 September.
The initiative, announced by the technology company on 8 September, is the latest activation of its global Backing Every Business programme. Lenovo said callers could ask Longoria, its global ambassador, about business growth, leadership and entrepreneurship, and that selected callers might then be contacted and offered the chance to speak to her live.
Lenovo said the concept behind the line was that “every entrepreneur needs someone they can call”.
How the line works
Entrepreneurs in Brazil, France, India, Japan, Mexico, the UK and the US can leave a voice message, according to the company’s announcement. Callers in the UK, Brazil, France and Japan dial +800 TALK2EVA (+800 82552382), with separate numbers for the US, Mexico and India. Lenovo said standard call and data charges might apply.
Longoria will answer what Lenovo described as “the most burning questions” live on her Instagram account, @evalongoria, at about 9.30am Pacific time, which is 5.30pm in the UK, on 16 September.
Lenovo directed entrants to the Call Eva website for eligibility requirements and terms and conditions. The site also carries a form asking entrepreneurs for their contact details, country, date of birth, business name and how long they have been in business, along with a description of the advice they want from Longoria in up to 200 characters, for what it calls “a chance to talk shop with Eva”.
Lenovo said the questions submitted would help address issues “keeping entrepreneurs up at night”, from navigating growth and leadership to hiring, marketing, AI adoption and managing competing priorities. It added that Longoria’s commentary reflected her personal opinions and experience and did not constitute professional business, financial or legal advice.
Beyond her work as an actress, director and producer, Longoria is an entrepreneur and investor whose ventures span food, beverage, media and other consumer businesses, according to Lenovo. She is also the founder of the Eva Longoria Foundation, which works to expand educational and economic opportunities for Latinas.
“One of the biggest lessons I’ve learned as an entrepreneur is that you don’t have to have all the answers yourself. Some of the best decisions start with asking someone you trust for insights, a fresh perspective or even just reassurance that you’re heading in the right direction,” Longoria said.
She added: “We’re giving entrepreneurs a place to bring the questions they’re really wrestling with, because chances are, another business owner has faced similar dilemmas. If something I’ve learned along the way can help someone better navigate a challenge, make a tough decision or take their next step with more confidence, that’s incredibly meaningful to me.”
Backing Every Business
Lenovo describes Backing Every Business as offering technology packages tailored to a company’s needs alongside practical advice, hands-on mentorship, training and a global network.
Call Eva follows the programme’s Twinning initiative, announced on 17 March, which connects entrepreneurs in different markets who are facing similar business challenges so they can exchange experiences, perspectives and practical advice. Lenovo said it had connected small business owners across Japan, Mexico, the UK and the US earlier in 2026. Longoria is also global ambassador for Twinning.
Other schemes aimed at UK founders include NatWest’s Accelerator, which the bank said in February it planned to expand to 50,000 entrepreneurs in 2026.
Emily Ketchen, senior vice-president and chief marketing officer for Lenovo’s Intelligent Devices Group and International Markets, said: “Technology can unlock enormous opportunities for small businesses, but technology alone doesn’t build a business. Entrepreneurs also need access to trusted advice, shared experiences and a community that understands the realities of building and growing a business.”
She added: “Backing Every Business brings those pieces together and Call Eva gives us a new avenue to extend that support while listening directly to entrepreneurs about the challenges they’re navigating. By understanding their questions, we can continue to find meaningful ways to help small businesses move forward and grow with confidence.”
