Chalien Dantes / Contributor

Saint Lucia took its tourism campaign to one of football’s biggest stages on Wednesday, August 12th, as the island’s branding was heavily seen at  Arsenal’s Emirates Stadium during the club’s final preseason match against Italian side Como.

The eye-catching display offered a glimpse of Saint Lucia’s new multi-year partnership with Arsenal and placed the island in front of an international football audience watching from inside the stadium and around the world.

Announced less than two months ago, the agreement makes Saint Lucia Arsenal’s Official Destination Partner, giving the island access to the club’s huge global following through stadium advertising, digital content, marketing campaigns and activities aimed at supporters.

For the Saint Lucia Tourism Authority, however, the goal goes beyond simply putting the island’s name in front of football fans. The strategy is to turn that visibility into genuine interest in Saint Lucia and, ultimately, more visitors arriving on the island.

The partnership is part of the island’s wider push to use major sporting brands to reach travellers in key markets, particularly the United Kingdom. Saint Lucia has previously worked with major names including the New York Yankees, Toronto Raptors, Toronto Maple Leafs and Brooklyn Nets, adding sport to the destination’s growing international marketing playbook.