The Saint Lucia Tourism Authority (SLTA) has signed another destination sponsorship deal with a major British sports club. After partnering with English Premier League champions Arsenal FC earlier this summer, the SLTA has now teamed up with Saracens Rugby Club.
Saracens, based in North London and playing in the Gallagher Premiership, are one of the top rugby clubs in the world. They have a large following in the United Kingdom and Europe, where rugby is a major sport.
This announcement comes as the 2026-27 Premiership season begins on September 25. Brand Saint Lucia will be featured at Saracens’ StoneX Stadium, while British Airways launches a daily direct flight from Gatwick to Saint Lucia on October 25, adding 51,000 seats for the season.
The partnership will connect Saint Lucia with Saracens’ supporters in the UK and abroad, highlight the island’s culture, scenery, and experiences, and mark its first collaboration with a rugby club as part of its growing sports tourism strategy.
The agreement also aims to support local rugby by offering programmes with the Saint Lucia Rugby Academy. Players and coaches will benefit from mentorship, training, development opportunities, camps, coaching workshops, scholarships and other resources.
“Partnerships like this allow us to take Brand Saint Lucia beyond the traditional tourism experience and create greater awareness of our products, services, culture and creative talent,” Tourism Minister Dr Ernest Hilaire said.
“They also open doors for our businesses to build new relationships and explore export opportunities. This is an important step towards a stronger and more diversified tourism economy, with Saint Lucians at the centre of the opportunities it
