Saint Lucia has strengthened its global tourism ambitions through a new multi-year partnership with Arsenal Football Club, becoming the Premier League club’s official destination partner from the start of the 2026-27 season.
The agreement will see Saint Lucia promoted across Arsenal’s extensive global ecosystem, including matchday branding at Emirates Stadium, digital and social media platforms, and a range of fan engagement initiatives designed to showcase the Caribbean destination to millions of supporters worldwide.
The partnership represents a significant addition to Saint Lucia’s international tourism marketing strategy, leveraging the global appeal of one of football’s most recognisable clubs to drive awareness, visitor interest and long-term tourism growth across key international markets.
As part of the collaboration, Saint Lucia’s destination branding will be featured across both Arsenal men’s and women’s teams, while the island’s tourism campaign, “Let Her Inspire You,” will be integrated into joint promotional activities to highlight the country’s culture, heritage and natural attractions.
Beyond tourism promotion, the agreement includes a grassroots football development programme centred around the creation of an Arsenal Academy Hub in Saint Lucia. The initiative will provide local young players with access to coaching expertise, player development pathways and educational opportunities, reinforcing the partnership’s broader community impact objectives.
Commenting on the agreement, Dr Ernest Hilaire, Saint Lucia’s Minister for Tourism, Commerce, Investment, Creative Industries, Culture and Heritage, said, “We are entering an exciting term as Arsenal’s Official Destination Partner, aligning with a club that has a loyal, global supporter base. As Premier League champions, Arsenal begins the new season with momentum, while Saint Lucia continues to record strong visitor arrivals.
“This partnership is grounded in shared values of social responsibility, resilience and sustainability, reflected in both Arsenal’s work with its supporters and community, and our commitment to our people. We look forward to showcasing Saint Lucia’s vibrant culture, dynamic events calendar and natural beauty to Arsenal supporters worldwide.”
Juliet Slot, Chief Commercial Officer for Arsenal Football Club, added, “We’re delighted to partner with Saint Lucia, a world-renowned destination with a rich history and culture that shares our values of community and an always-forward mindset. We want every Gooner, whether they’re in Islington or Saint Lucia, whether they’ve been supporting us for fifty years or five, to feel and see themselves in our club. This is an exciting partnership that gives us this opportunity and will help fuel our ambitions of growth and success.”
The deal further expands Saint Lucia’s growing sports tourism portfolio, which already includes partnerships with major North American sports organisations such as the New York Yankees, Toronto Raptors, Toronto Maple Leafs and Brooklyn Nets. As the island continues to position itself as a leading destination for international sporting events and training camps, the Arsenal partnership is expected to enhance its global visibility while delivering lasting benefits for local communities and aspiring footballers.
