The Saint Lucia Tourism Authority (SLTA) has hit a marketing home run through a renewed partnership with one of Major League Baseball’s most iconic franchises—the New York Yankees. On Tuesday night, during the Yankees’ clash with the Cleveland Guardians at Yankee Stadium, more than 33,000 fans were introduced to the beauty, culture, and charm of Saint Lucia.
This marks the second consecutive year of collaboration between the SLTA and the Yankees, strengthening the island’s footprint on the international tourism stage.
Louis Lewis, CEO of the Saint Lucia Tourism Authority, described the initiative as a major leap for the island’s visibility. “We are here tonight at a very exciting game with the Yankees,” Lewis said. “It’s a partnership that the Saint Lucia Tourism Authority has struck with the Yankees team in New York. We had a pre-match exposition of Saint Lucia as a strategic partner with them.”
With Yankee Stadium’s seating capacity at 46,000, the 33,000-strong audience experienced an immersive presentation of Saint Lucia’s tourism brand. “We also will have Saint Lucia displayed on the perimeter boards during the break times and during the innings,” Lewis added. “It gives us a lot of visibility that we probably could not pay for, and that’s all because of the strategic relationship we have established.”
Lewis emphasized the exclusivity of the partnership: “We are the only country that has that sort of strategic relationship with a Premier League team, especially within the baseball league. So it’s something that we are very thankful for,” he said, reinforcing the SLTA’s mission to position Saint Lucia as the leading Caribbean destination.
Public Relations Manager of the SLTA, Geraine Georges, echoed the impact of sports marketing on global outreach. “Saint Lucia continues to reach a wide visitor audience through sports,” said Georges. “This time we are in the Bronx, New York, and continuing our partnership for a second year with the New York Yankees. Tonight is Yankees versus the Cleveland Guardians, and we’re excited because—guess what? Saint Lucia is taking over.”
Minister for Tourism and Investment, Dr. Ernest Hilaire, described the event as a major brand milestone. “Another collaboration with the New York Yankees—two premium brands: Saint Lucia and the Yankees—and it really opens a different demographic for us,” Dr. Hilaire said, noting the introduction of co-branded merchandise such as baseball caps and in-stadium advertisements.
“This is another strategic effort to strengthen Saint Lucia’s brand presence—particularly in New York and among Yankees fans. We’re truly excited about the opportunity. The U.S. continues to be a strong and growing market for Saint Lucia, driving significant visitor arrivals. We intend to keep pushing the brand and attracting as many travelers as possible,” Dr. Hilaire added.
