The Barclays Center became a powerful platform for Saint Lucian visibility, as the island’s culture and identity were prominently featured during a high-profile NBA game in Brooklyn.
The initiative, facilitated by the Saint Lucia Tourism Authority, strategically positioned the island within one of the world’s most influential entertainment markets, engaging a large Caribbean diaspora and reinforcing Saint Lucia’s growing global presence..
At the centre of the celebration was NBA player Terance Mann, whose Saint Lucian roots were on full display throughout the night. Mann, whose parents are both from Saint Lucia, described the moment as deeply meaningful. “It meant a lot to me… Saint Lucia is a place that’s become really special to me,” he said, noting the powerful influence of Caribbean culture and identity.
The night blended sport and culture, with live performances, Carnival-style presentations and a strong showing from the Caribbean community in Brooklyn, one of the largest outside the region. The energy inside the arena reflected a sense of pride and belonging, reinforcing the global reach of Caribbean culture.
Head of Global Marketing at the Saint Lucia Tourism Authority, Dexter Percil, said the initiative represents a strategic push to position Saint Lucia’s culture on major international platforms. “We had Ashley Skerritt perform the national anthem of Saint Lucia before the game, which was a proud moment for us on that stage,” Percil said.
He added that the initiative also created direct promotional opportunities for the destination. “We also hosted a giveaway during the event, where patrons had the chance to win an all-inclusive trip for two to experience Saint Lucia Carnival. It’s about creating that connection and giving people a real reason to come and experience the island,” he noted.
“This is exactly the kind of global visibility we aim to create for Saint Lucia. It’s about more than tourism, it’s about showcasing our culture, our people, and our identity on some of the world’s biggest stages,” Percil said.
He added that engaging the diaspora remains a critical part of the island’s marketing strategy, noting that events like these strengthen emotional connections while opening new opportunities for travel and cultural exchange. “New York is home to a significant Caribbean population, including many Saint Lucians. Bringing Saint Lucia to a space like the Barclays Center allows us to connect directly with that audience in a meaningful and memorable way,” he added.
Beyond the celebration, Mann also used the platform to highlight his continued investment in Saint Lucia through his foundation, which focuses on youth development through sports, education and mentorship. The initiative aims to provide opportunities for young people on the island while strengthening connections between the diaspora and home.
The event also underscored a growing trend of integrating cultural identity into major sporting platforms, using global stages like the Barclays Center to showcase Caribbean heritage to wider audiences.
For Saint Lucia Tourism Authority, the moment represented more than visibility, it was a powerful display of national pride, cultural influence and international reach, proving that the island’s presence continues to resonate far beyond its shores.
