BRISTOL, March 18, 2026:Six in ten business owners (61%) say they would recommend the South West as the best place to start a business, reveals data from Employment Hero, the global leader in HR, recruitment and payroll software. The results come as Employment Hero deepens its links to Bristol through partnerships with Bristol City Football Club and Bristol Bears.
New data from Employment Hero has highlighted confidence in the South West, with 61% of business owners saying they would recommend it as the best place to start a business and would not move if given the chance. The findings suggest there is also a strong talent pipeline, with 68% of SME leaders saying they can adequately meet their talent needs with the local workforce.
This local trust translates into economic loyalty: 84% of business leaders say they have prioritized a local supplier over cheaper national or international alternatives, making the South West the leading region in the UK for supporting local businesses. Nearly half (47%) of the region’s business owners disagree that London offers a more favorable business environment than theirs, and more than a third (38%) say the region is doing better economically than the UK’s national economy.
Employment Hero is committed to supporting small businesses across the UK and has identified Bristol and the South West as a key growth region. As part of this strategy, the company announced partnerships with Bristol City Football Club and Bristol Bears, both intended to deepen connections with and support local business leaders and the local community.
Working with both clubs, Employment Hero will collaborate on a program of activities aimed at engaging and supporting growing local businesses. This includes bespoke experiences for club business leaders, designed to provide an inside view of how elite teams operate behind the scenes. The joint program will also include employment law and compliance seminars for local businesses to help them adapt to the changes that will come into force with the upcoming Employment Rights Act.
Beyond business, Employment Hero will work with Bristol Bears Foundation on its Boost Your Future program – a free 6-12 week course helping young people gain the skills, confidence and motivation they need when entering education, employment or training. Support will include access to Employment Hero’s AI talent matching technology, skills development support, volunteer opportunities and training programs. The company will also offer businesses in Bristol free access to their payroll services as part of an initiative to support SMEs during regulatory changes.
Kevin Fitzgerald, UK managing director of Employment Hero, said:
“Small businesses have a presence in the South West and so do we. Our partnerships with Bristol City and Bristol Bears go way beyond just match day logos. It’s about working alongside two institutions at the heart of the community to provide practical support to local employers.
The data shows great confidence in local talent and the region’s economic future, but we also know it’s a challenging time for small businesses, with rising costs and regulatory changes creating uncertainty. Our message to Bristol businesses is that we are here to help and I look forward to working closely with the city’s employers in the months to come.
Charlie Boss, CEO of Bristol City, said:
“We are grateful for the incredible support of businesses across the city for the club and are proud of the role we play in bringing them together. This partnership gives us the opportunity to give something back and offer real support to the businesses who support us week after week.”
Tom Tainton, CEO of Bristol Bears, said:
“Bristol works because it’s a city that supports its people. That’s true in sport, and it’s true in business. When local employers feel confident in hiring local people, the whole city benefits. We’re committed to supporting this through the work of our Foundation and we’re delighted to involve Employment Hero in this program to support local people. For us, this partnership is about strengthening the connection between the club, the community and the small businesses that make Bristol thrive.” Watford and Bristol Bears during the Big Day Out match at the Principality Stadium on 28th March.
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