Tottenham will increase the number of non-sporting events at its stadium. The already outstanding Tottenham Hotspur Stadium offering, which includes sky walks and kart racing, will include twice as many “major non-football events”. Spurs will surpass even the Estadio Santiago Bernabéu in this respect.

A 21st century multi-functional stadium

Tottenham Hotspur Stadium, which opened in 2019, cost Spurs a staggering £1bn, but from the outset the stadium's operating model was that the investment would more than pay for itself. The venue operates according to the model of a multi-purpose arena, open 7/365 and offering a wide range of spectator experiences, including non-sporting ones.

Thus, in addition to revenues from football matches, the stadium earns money from tours of the facility, the famous and envied Skywalk, the karting track, rugby, American football and even box games. And then there are the concerts.

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More events, more money

The latter are likely to be a lot more after Haringey Borough Council at the beginning of August authorised an increase in the number of ‘non-football’ events from 16 to 30, as reported by the BBC. This will most likely mean more music performances, but could also include competitions from sports other than football. The limit for Estadio Santiago Bernabéu since June is 20 concerts.

Some councillors are concerned that this will lead to an increase in traffic jams, air pollution and litter in the area. On the other hand, Haringey's tax revenue will increase and, according to the BBC, Tottenham will pay £4,000 from each concert over 16. The economic arguments apparently convinced councillors, who unanimously approved an increase in the limit for non-sporting events.

According to an UEFA report, in 2023 Spurs' stadium generated €135m in profit from ticket sales alone, the 3rd best numbers in Europe. Billboard, on the other hand, reported that in the same year six concerts at Tottenham Hotspur Stadium generated $45.8m with an attendance of 283,000. Now the number of concerts will increase, and with it the revenue.

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