Brand Saint Lucia was on display at StoneX Stadium, home of Saracens Rugby Football Club, on Saturday, October 31, as the Saint Lucia Tourism Authority took a taste of Carnival to approximately 10 000 rugby supporters.
The activation featured steel pan music and models in Carnival costumes, giving fans a glimpse of the island’s culture.
The event formed part of the island’s partnership with the North London-based club, under which Saint Lucia is the Official Destination Partner for the 2026/27 season. It follows a similar partnership with London-based outfit, Arsenal Football Club. Saracens RFC currently plays in the Gallagher PREM—the highest level of competition in England—and European Professional Club Rugby.
Through the initiative, the SLTA is seeking to reach Saracens’ supporters in the UK and internationally, promoting Saint Lucia’s culture, scenery and travel experiences.
The United Kingdom remains a key tourism market for Saint Lucia, with London among the main hubs from which visitors travel to the island. The partnership forms part of the SLTA’s wider effort to use international sporting relationships to attract visitors.
In a post on its social media pages, the SLTA said: “Through these strategic sporting partnerships, Saint Lucia continues to connect with new audiences, strengthen its presence in the UK market and inspire more visitors to discover all that the island has to offer.”
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