The partnership will connect Saint Lucia with Saracens’ UK and international supporters, showcase the island’s culture, landscapes and experiences, and mark its first partnership with a rugby club as it expands its sports tourism strategy.
Saint Lucia will be promoted at StoneX stadium in North London, online, at events, across international media and social content. As a mainstream sport in the UK, rugby has an estimated 12 million fans, thanks to its national TV coverage.
This partnership is part of a growing network of sports-centred partnerships set up by the SLTA to reach bigger audiences in multi-faceted ways.
Importantly, the agreement brings together two organisations committed to community and the development of the next generation.
Through programmes with the Saint Lucia Rugby Academy, young players and coaches will benefit from mentorship, training and international development opportunities.
Ed Coetzee, CEO at Saracens, said: “We are delighted to welcome Saint Lucia to the Saracens family and to begin what we hope will be a long and successful partnership. This is a really exciting collaboration for the club.
"There is a natural alignment around our shared commitment to community, development and creating opportunities for young people. We are also excited to work together to showcase such an incredible destination to our supporters.”
Hon. Dr. Ernest Hilaire, Saint Lucia's Minister of Tourism, added: “Sport is a global industry that can connect Saint Lucia to new audiences, markets, investment and expertise.
"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.
"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."
