The Saint Lucia Tourism Authority (SLTA) has officially announced a new, multi-year global partnership with Arsenal Football Club, naming the reigning Premier League and Champions Cup winners as its Official Destination Partner.
The landmark agreement, which kicks off at the start of the 2026/27 season, is designed to significantly boost global exposure for the Eastern Caribbean island, particularly within the United Kingdom, which is already one of Saint Lucia’s top tourism markets. By tapping into Arsenal’s massive global fanbase of millions of supporters, Saint Lucia aims to increase visitor arrivals, showcase its culture and natural beauty, and drive substantial economic benefits to the island’s tourism sector.
The partnership extends far beyond brand exposure and tourism. The agreement includes a commitment to establish an Academy Hub in Saint Lucia. This initiative will create vital mentorship opportunities and developmental pathways for young, local football players to hone their talents and reach their full potential, fostering a profound sense of pride and belonging among the island’s population of approximately 180,500.
Officials from both organizations emphasized that the collaboration is rooted in a foundation of shared principles. Dr. Ernest Hilaire, Saint Lucia’s Minister for Tourism, Commerce, Investment, Creative Industries, Culture and Heritage, noted the excellent timing of the deal.
“We are entering an exciting term as Arsenal’s Official Destination Partner, aligning with a club that has a loyal, global supporter base,” Dr. Hilaire stated. “As Premier League and Champions Cup 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”.
Juliet Slot, Chief Commercial Officer for Arsenal Football Club, echoed these sentiments, expressing delight at partnering with a world-renowned destination known for its rich history, lush rainforests, volcanic mountains, and golden beaches.
“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,” Slot said. “This is an exciting partnership that gives us this opportunity and will help fuel our ambitions of growth and success”.
As part of the comprehensive agreement, Saint Lucia will receive prominent brand visibility at Emirates Stadium during Premier League, Women’s Super League, and various cup matches, reaching a worldwide audience. This visibility will be heavily integrated across Arsenal’s digital platforms and channels.
Furthermore, the collaboration will feature joint marketing campaigns, international promotions, and dedicated supporter engagement initiatives. Both the men’s and women’s first teams will help amplify Saint Lucia’s signature “Let Her Inspire You” marketing campaign.
This new alliance with Arsenal adds a massive football powerhouse to the SLTA’s already impressive sports tourism portfolio. Saint Lucia boasts a strong track record of successful major sports collaborations, having previously partnered with iconic North American franchises such as the New York Yankees, Toronto Raptors, Toronto Maple Leafs, and Brooklyn Nets. The Arsenal deal further cements the island’s strategic expansion in sports tourism, continuing to attract international athletes and teams across disciplines like football, cricket, rugby, and swimming.