Tottenham’s Small Business Concentration Doubles in Four Years, Data Shows
London, October 17, 2025 – New data from GoDaddy reveals that the concentration of small businesses in Tottenham has doubled in the past four years. This surge in entrepreneurship comes as the Tottenham Hotspur Stadium has become a regular host to major international events, including NFL games and performances from top artists like Beyoncé and Lady Gaga.
The analysis comes from the GoDaddy Small Business Research Lab, an international research initiative that studies the economic impact of more than 600,000 small businesses in the UK and the attitudes of the owners who start and run them.
According to the research, Tottenham’s microbusiness density rate has soared from 1.4 in September 2021 to 2.8 this year. This significant increase coincides with the stadium’s hosting of the Anthony Joshua vs Oleksandr Usyk heavyweight title bout in September 2021 – the first major event at the venue after Covid-19 restrictions lifted.
Since then, the stadium has hosted eight NFL games, drawing in thousands of fans and boosting income for local businesses. Additionally, the stadium’s ability to attract major music acts has cemented Tottenham as a global music destination, with artists like Guns N’ Roses, Lady Gaga, Beyoncé, and Post Malone performing between 2022 and 2024.
Furthermore, despite mixed fortunes on the pitch, the demand to watch Tottenham Hotspur home games has increased, with around 90,000 people currently on the club’s season ticket waiting list*. The official Tottenham Hotspur website estimates that around 2 million people attend events at the stadium each year**.
Alexandra Rosen, Economist and Head of the GoDaddy Small Business Research Lab, commented on the findings, saying: “Tottenham is rapidly evolving, attracting new investment, new residents, and new ideas. The major events at the stadium have brought visibility, while local entrepreneurs have been building from the ground up. This combination of top-down investment and grassroots activity is creating real momentum and demonstrates how regeneration and entrepreneurship can work hand in hand to strengthen local economies.”
In September 2025, GoDaddy launched its Entrepreneurial Power Rankings in the US, analyzing 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.
ENDS
* Source https://ticket-compare.com/premier-league-season-ticket-waiting-lists/
** Source https://www.tottenhamhotspur.com/the-stadium/
About GoDaddy
GoDaddy helps millions of entrepreneurs globally start and scale their businesses. People come to GoDaddy to name their idea, build a website and logo, sell their products and services, and accept payments. GoDaddy Airo™, the company’s AI-powered experience, makes growing a small business faster and easier by enabling them to get their idea online in minutes, drive traffic and boost sales. GoDaddy’s expert guides are available 24/7 to provide assistance. To learn more about the company, visit www.GoDaddy.com.
About GoDaddy Small Business Research Lab
GoDaddy Small Business Research Lab is a multi-year research initiative, which analyses data from over 600,000 UK microbusinesses – conducted by GoDaddy to quantify the impact of these microbusinesses on the UK economy and their local communities.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.