Tottenham’s entrepreneurial scene is thriving. New data reveals that the concentration of small businesses in the North London district has doubled in just four years, coinciding with the transformation of the area into a hub for major international events.
According to the research by GoDaddy’ sSmall Business Research Lab, Tottenham’s “microbusiness density” — the number of small businesses per 100 residents — has surged from 1.4 in 2021 to 2.8 in 2025, marking one of the fastest growth rates in the capital.
The rise mirrors the explosion of global events at the Tottenham Hotspur Stadium, which has rapidly evolved from a football venue into a multipurpose arena attracting millions of visitors annually.
The trend, GoDaddy says, demonstrates how large-scale cultural and sporting events can catalyse grassroots business activity by increasing footfall, driving investment, and elevating the profile of a neighbourhood once associated with economic decline.
The turning point came in September 2021, when the stadium hosted the heavyweight title fight between Anthony Joshua and Oleksandr Usyk — the first major event held there after Covid-19 restrictions lifted.
Since then, Tottenham has welcomed eight NFL fixtures, starting with the Atlanta Falcons’ 27–20 win over the New York Jets in 2021 and culminating in the Denver Broncos’ 13–11 victory over the same team last weekend.
Between those games, the stadium has also become a global music destination, drawing Beyoncé, Lady Gaga, Guns N’ Roses, and Post Malone, among others, to headline sell-out shows.
The stadium’s total annual attendance is now estimated at two million people, according to Tottenham Hotspur’s official figures, while the club’s season ticket waiting list tops 90,000 — reflecting the area’s growing magnetism.
GoDaddy’s Head of Research, Alexandra Rosen, said the data underscores how Tottenham’s transformation is both economic and social.
“Tottenham is changing rapidly — it’s attracting new investment, new residents and new ideas,” she said. “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.”
Rosen added that the findings reflect a broader “entrepreneurial ripple effect” often seen when major venues attract recurring global events, creating opportunities for local suppliers, hospitality businesses, and digital entrepreneurs.
The GoDaddy Small Business Research Lab, which monitors more than 600,000 UK small firms, tracks the economic footprint and growth patterns of microbusinesses — typically firms with fewer than ten employees — and how they respond to local economic stimuli such as regeneration projects and event-driven tourism.
Tottenham’s success forms part of a wider pattern that GoDaddy has tracked across NFL host cities. When the company launched its Entrepreneurial Power Rankings in the United States earlier this year, it found that 29 of the 30 NFL cities boasted a higher-than-average microbusiness density compared with the national mean.
That trend appears to be replicating itself in London, where the regular hosting of NFL fixtures — alongside major concerts and international football — is driving new business formation at pace.
The report points to Tottenham as a case study in “stadium-led regeneration”, where the presence of a world-class venue has not only boosted tourism and employment but also fostered a self-sustaining entrepreneurial ecosystem.
Despite Tottenham Hotspur’s mixed fortunes on the pitch, the area’s off-field transformation is striking. New cafés, creative studios, retail pop-ups, and logistics services have emerged to meet demand from rising visitor numbers and a swelling local population.
While challenges remain — particularly around housing affordability and infrastructure — the momentum in Tottenham’s small business economy is undeniable.
As Rosen puts it: “What’s happening in Tottenham isn’t just about football. It’s about how communities evolve when global attention, local investment, and entrepreneurial energy come together in the same place.”
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Tottenham’s small business boom doubles as major events transform the area