The Beyoncé effect: How concerts are supercharging the UK’s summer economy

Written by Ellen Fitzgerald from Eventmasters

With Beyoncé returning to Tottenham Hotspur Stadium next month as part of her Cowboy Carter World Tour, the UK is poised for another summer of concerts delivering a significant economic boost.

Beyoncé’s latest album, Cowboy Carter, has earned critical and commercial acclaim, culminating in the artist securing the coveted Album of the Year at this year’s Grammy Awards.

The album reimagines Americana, shining a light on the overlooked contributions of Black pioneers to American musical and cultural history.

Debuting at number one across the globe, including in the US, where it became her eighth consecutive chart-topping album, Cowboy Carter has solidified Beyoncé’s status as a global icon.

Despite rising concert costs, fans remain undeterred, battling through Ticketmaster queues to secure their seats. This dedication underscores the profound cultural and emotional value of live music experiences, reflecting society’s deep-seated need for shared, immersive events.

For an artist of Beyoncé’s calibre, the appeal is truly global, drawing audiences from across the world.

The Cowboy Carter Tour, which kicked off on 28 April 2025 at SoFi Stadium in Los Angeles, includes just two international stops outside the US, making these dates highly sought after.

Tottenham Hotspur Stadium is one of these exclusive venues, and with Beyoncé widely regarded as one of the greatest performers of her generation, fans are expected to travel far and wide to attend.

Here at Eventmasters, an official hospitality agent to Spurs Stadium, we’re seeing high demand for corporate hospitality packages for these shows, offering businesses a unique opportunity to entertain clients in style while enjoying an unforgettable performance.

We’re thrilled to be offering the BeyHive, both worldwide and based in the West Midlands, the ultimate VIP experience for Beyoncé’s London Shows this Juneas a part of a jam-packed summer schedule of events.

For our Chamber Members, we're offering an exclusive discount on our members marketplace.

What does this mean for the UK economy?

In May 2023, Beyoncé’s Renaissance World Tour demonstrated the economic power of major concerts.

The tour contributed to a 6.8 per cent surge in UK recreation and culture spending—the fastest rise in 30 years—according to the Office for National Statistics.

Dubbed the “Beyoncé effect” or “Beyflation,” this phenomenon drove inflation through heightened demand for concert-related services, including hotels, restaurants, and recreational activities.

Fans spent significant sums on travel, accommodation, and merchandise, further stimulating consumer spending.

With the Cowboy Carter Tour being a more exclusive run, we anticipate that history may repeat itself.

The influx of international and domestic fans to Tottenham Hotspur Stadium is likely to boost local businesses and the wider UK economy, reinforcing the enduring societal and economic value of live events.

New venues amplify economic impact

The economic benefits of live entertainment are not limited to major stadium tours.

Innovative projects like Aston Villa’s partnership with Oak View Group (OVG) to develop The Warehouse, a 3,500-capacity live entertainment venue next to Villa Park in Birmingham, are set to further bolster the UK’s concert economy.

Set to open in December 2025, The Warehouse will transform a former club training facility into a state-of-the-art space for music, comedy, and sporting events like boxing.

As the first mid-sized venue created by a Premier League club adjacent to its main grounds, it represents a pioneering approach to blending sports and entertainment.

This influx is expected to stimulate Birmingham’s economy through increased spending on hospitality, dining, and retail, much like the “Beyoncé effect” observed in London.

By enhancing the matchday experience and offering year-round entertainment, The Warehouse will create new commercial opportunities for Aston Villa while reinforcing Birmingham’s status as a vibrant cultural hub.

Such developments highlight how strategic investments in entertainment infrastructure can amplify the economic and societal value of live events across the UK.

As the official hospitality supplier to both Aston Villa Football Club and Tottenham Hotspur Stadium, we’re excited to what unfolds for both businesses as we continue our successful partnerships, supplying clients with unforgettable live experiences across major sporting and music events.

For corporate hospitality enquiries across major sporting and music events this summer and beyond, visit eventmasters.co.uk or call 0121 233 6500