The Saint Lucia Kings have received a strong vote of confidence from their sponsors ahead of another Caribbean Premier League campaign, with partners backing the franchise to deliver not only on the cricket field but also for Saint Lucia’s tourism and youth development.
The Kings were sent off at a luncheon this week, where representatives of the Saint Lucia Tourism Authority (SLTA) and UTC Global Balanced Fund reaffirmed their support for the franchise.
SLTA Chief Executive Officer Louis Lewis said sport has become an increasingly important part of Saint Lucia’s tourism strategy, with the Kings providing a valuable platform to showcase the island internationally. “Where we are using sports as a means of gaining greater visibility, and the Kings having been rooted in Saint Lucia, becomes all part of that strategy,” Lewis said.
He said the Authority is looking forward to a strong performance from the Kings as it continues using sport to strengthen Saint Lucia’s appeal as a destination. Linking the fortunes of the franchise with the country’s wider tourism ambitions, Lewis told the team that “your success translates into our success. So we have a shared goal and objective.”
Kings coach Daren Sammy also highlighted the franchise’s ability to showcase Saint Lucia globally, pointing to the international reach of the CPL. “CPL is a tournament that goes to over one billion viewers, and Saint Lucia Kings, the way we play, the excitement we bring, people love to watch us,” Sammy said.
Although the squad includes players from across the Caribbean, Sammy stressed that its identity remains firmly connected to the country, declaring that “when they wear that blue, they bleed Saint Lucia’s spirit.”
Sammy thanked the SLTA for its continued support and made clear that the ultimate objective is to reach Barbados and compete for the title. Addressing Lewis, he joked that the tourism chief had already booked his ticket to Barbados, adding that the Kings’ “main goal” is to book theirs and win.
The coach also called for patience with the Kings’ youthful squad, acknowledging that mistakes are part of developing young players. Despite their relative inexperience, he described the group as “brave”, “confident” and “exciting”, while noting that senior members have challenged them to be smart in their approach throughout the campaign.
Meanwhile, UTC Global Balanced Fund is entering its third consecutive year as a sponsor of the Kings, continuing a relationship that began in 2024 following Sammy’s signing as a UTC brand ambassador.
Head of the UTC Global Balanced Fund in Saint Lucia, Omar Burch-Smith, said the partnership has helped the relatively new investment product build public awareness while supporting values shared by both organisations. Describing the relationship as one UTC has “enjoyed since inception,” he said its association with the Kings provides an opportunity to strengthen awareness of the fund among Saint Lucians.
But Burch-Smith stressed that UTC’s involvement extends beyond promoting its investment products. He said developing communities and young athletes are mandates the organisation takes seriously, with education and sport among the avenues through which it intends to make an impact.
With sponsors backing the franchise both commercially and strategically, the Kings head into the new campaign carrying expectations that their impact will extend beyond cricket — strengthening Saint Lucia’s international visibility while contributing to youth development and the country’s wider profile.
