South West named UK’s most locally loyal business region as Employment Hero deepens commitment to Bristol

BRISTOL, 18 March 2026: Six in ten (61%) business leaders say they would recommend the South West as the best place to start a business, data from Employment Hero, the global leader in HR, hiring and payroll software reveals. The findings come as Employment Hero deepens its ties in Bristol through partnerships with Bristol City Football Club and Bristol Bears. 

New data from Employment Hero has underlined confidence in the South West, with 61% of business leaders saying they would recommend it as the best place to start a business and wouldn’t relocate if given the opportunity. The findings suggest that there is also a strong talent pool, with 68% of SME leaders saying they can adequately fill their talent needs with the local workforce. 

That local confidence translates into economic loyalty: 84% of business leaders say they have prioritised a local supplier over cheaper national or international alternatives – making the South West the leading UK region for backing local businesses. Nearly half (47%) of business owners in the region disagree that London offers a more supportive business environment than their own, and over a third (38%) say the region is doing better economically than the national UK 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 has announced partnerships with Bristol City Football Club and Bristol Bears with both partnerships designed to deepen ties with and support local business leaders and the local community. 

Working with both clubs, Employment Hero will collaborate on a programme of activity to engage and support growing local businesses. This includes tailored experiences for business leaders at the clubs, designed to provide an inside view of how elite teams operate behind the scenes. The joint programme will also include Employment Law and Compliance seminars for local businesses to help them navigate the changes coming into effect with the upcoming Employments Rights Act. 

Extending beyond the business community, Employment Hero will collaborate with the Bristol Bears Foundation on its Boost Your Future programme – a free 6-12 week course helping young people build the skills, confidence and motivation they need as they move into education, employment or training. Support will include access to Employment Hero’s AI talent matching technology, upskilling support, volunteering opportunities and training programmes. The company will also offer businesses in Bristol free access to their payroll services as part of an initiative to support SMEs during regulatory change. 

Kevin Fitzgerald, UK Managing Director at Employment Hero, said:

“Small businesses back the South West and so do we. Our partnerships with Bristol City and Bristol Bears are about much more than just logos on matchday. They’re about working alongside two institutions at the heart of the community to deliver practical support for local employers.

The data shows strong 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 change creating uncertainty. Our message to Bristol businesses is that we’re here to help and I’m looking forward to working closely with employers across the city in the coming months.”

Charlie Boss, CEO at Bristol City, said:

“We’re grateful for the incredible support businesses across the city show for the club and are proud of the role we play in bringing them together. This partnership gives us a chance to give something back and offer real support to the businesses that get behind us week in, week out.”

Tom Tainton, CEO at Bristol Bears, said:

“Bristol works because it’s a city that gets behind its own. That’s true in sport, and it’s true in business. When local employers feel confident hiring local people, the whole city benefits. We’re committed to supporting that through the work of our Foundation and we are excited about getting Employment Hero involved in that programme to support local people. For us, this partnership is about strengthening the link between the club, the community, and the small businesses that keep Bristol thriving.”Employment Hero will be present at Bristol City’s match against Watford and at Bristol Bears’ fixture as part of the Big Day Out at the Principality stadium on 28^th March.