Tottenham’s entrepreneurial scene is thriving. New data shows the concentration of small businesses in the north London borough has doubled in just four years, coinciding with the area’s transformation into a hub for major international events.
According to a study by GoDaddy’s Small Business Research Lab, Tottenham’s “micro-business density” – the number of small businesses per 100 residents – increased from 1.4 in 2021 to 2.8 in 2025, representing one of the fastest growth rates in the capital.
The rise reflects the explosion of global events at Tottenham Hotspur Stadium, which has rapidly evolved from a football stadium to a multi-purpose arena attracting millions of visitors each year.
The trend, GoDaddy said, shows how large-scale cultural and sporting events can boost grassroots business activity by increasing footfall, spurring investment and raising the profile of a neighborhood 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 to be held there after Covid-19 restrictions were lifted.
Since then, Tottenham has played eight NFL games, ranging from the Atlanta Falcons’ 27-20 victory over the New York Jets in 2021 to the Denver Broncos’ 13-11 victory over the same team last weekend.
Between these games, the stadium has also become a global music venue, attracting the likes of Beyoncé, Lady Gaga, Guns N’ Roses and Post Malone to headline sold-out shows.
The stadium’s total annual attendance is now estimated at two million people, according to official figures from Tottenham Hotspur, while the club’s season ticket waiting list stands at over 90,000 – reflecting the region’s growing appeal.
GoDaddy’s head of research Alexandra Rosen said the data highlights that Tottenham’s transformation is both economic and social.
“Tottenham is changing rapidly – attracting new investment, new residents and new ideas,” she said. “The stadium’s major events have increased visibility while local entrepreneurs have built the stadium from the ground up.
This mix of top-down investment and grassroots activity creates real dynamism – a sign of how renewal and entrepreneurship can converge to strengthen local economies.”
Rosen added that the results reflect a broader “entrepreneurial ripple effect” often seen when large venues attract recurring global events and create opportunities for local suppliers, hospitality operators and digital entrepreneurs.
The GoDaddy Small Business Research Lab, which monitors more than 600,000 UK small businesses, tracks the economic footprint and growth patterns of micro-enterprises – typically those with fewer than ten employees – and how they respond to local economic stimuli such as regeneration projects and event tourism.
Tottenham’s success is part of a broader pattern that GoDaddy has tracked across NFL host cities. When the company released its Entrepreneurial Power Rankings in the United States earlier this year, it found that 29 of the 30 NFL cities had above-average microbusiness density compared to the national average.
This trend seems to be repeating itself in London, where the regular hosting of NFL games – alongside major concerts and international football – is rapidly driving the creation of new companies.
The report points to Tottenham as an example of “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 success on the pitch, the change off the pitch is notable. New cafes, creative studios, retail pop-ups and logistics services have emerged to meet the demand of increasing visitor numbers and a growing local population.
While challenges remain – particularly around housing affordability and infrastructure – the vibrancy of 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 thrive when global attention, local investment and entrepreneurial energy come together in the same place.”
