London, October 2025: The concentration of small businesses in Tottenham has doubled in the past four years as the Tottenham Hotspur Stadium became a regular home to major international events such as NFL games, new data from GoDaddy reveals. The trend highlights how large-scale cultural events can spark entrepreneurship and create ripple effects across local economies.
According to research from the GoDaddy Small Business Research Lab, an international initiative that studies the economic impact of over 600,000 small businesses in the UK, the microbusiness density rate in Tottenham has surged from 1.4 in September 2021 to 2.8 this year. This increase comes as the Tottenham Hotspur Stadium hosted multiple high-profile events, such as the Anthony Joshua vs Oleksandr Usyk heavyweight title bout in September 2021, which was the first major event at the venue after Covid-19 restrictions lifted.
Since then, the stadium has hosted eight NFL games, drawing in large crowds and generating income for local businesses. It has also become a popular music destination, with chart-topping artists such as Guns N’ Roses, Lady Gaga, Beyoncé, and Post Malone performing at the venue between 2022 and 2024.
The increased popularity of the Tottenham Hotspur Stadium has also had a positive impact on the local economy, with the club reporting around 90,000 people on their season ticket waiting list and an estimated 2 million people attending events at the stadium each year.
Alexandra Rosen, Economist and Head of the GoDaddy Small Business Research Lab, commented on the findings, stating, “Tottenham is changing rapidly – it’s attracting new investment, new residents, and new ideas. The stadium’s major events have added visibility, while local entrepreneurs have been building from the ground up. This mix of top-down investment and grassroots activity is creating real momentum – a sign of how regeneration and entrepreneurship can grow together to strengthen local economies.”
In September 2025, GoDaddy launched its Entrepreneurial Power Rankings in the U.S., which analyzed small business communities in cities that are home to NFL teams. The study found that 29 out of 30 cities had a microbusiness density rate higher than the national average, further highlighting the positive impact of large-scale events on local entrepreneurship.
As a company that helps millions of entrepreneurs globally start and scale their businesses, GoDaddy is committed to supporting small businesses and their communities. Their AI-powered experience, GoDaddy Airo™, makes it easier for entrepreneurs to get their ideas online, drive traffic, and boost sales. Their expert guides are also available 24/7 to provide assistance to small business owners.
About GoDaddy Small Business Research Lab
The GoDaddy Small Business Research Lab is a multi-year research initiative that analyzes data from over 600,000 UK microbusinesses. The research is conducted by GoDaddy to quantify the impact of these microbusinesses on the UK economy and their local communities.
About GoDaddy
GoDaddy helps millions of entrepreneurs globally start and scale their businesses. Their services include domain name registration, website building, logo design, e-commerce solutions, and more. Their goal is to make growing a small business faster and easier for entrepreneurs by providing them with the tools and support they need to succeed. For more information about GoDaddy, please visit www.GoDaddy.com.
