Arsenal, champions of English soccer’s top-flight Premier League, have announced a new global partnership with the Saint Lucia Tourism Authority (SLTA).
Through the multi-year agreement, the body becomes the club’s official destination partner. The tie-up covers both the Arsenal men’s and women’s teams.
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The deal begins at the start of the 2026-27 season and will aim to deliver global exposure for Saint Lucia, in places such as the United Kingdom, which is described as one of the island’s leading tourism markets.
As part of the partnership, Saint Lucia will have brand visibility at Emirates Stadium, across Premier League, Women’s Super League, and cup matches, as well as through Arsenal’s digital platforms and channels.
The collaboration will also include joint marketing campaigns, supporter engagement initiatives, and international promotions.
Beyond tourism, the agreement will also support the development of an academy hub in Saint Lucia.
SLTA has a history major sports partnerships, including collaborations with several North American sports franchises such as the New York Yankees, Toronto Raptors, Toronto Maple Leafs, and Brooklyn Nets.
In terms of recent commercial activity, Arsenal unveiled Deel, the global payroll and human resources (HR) platform, as a new sleeve partner last month under an expanded multi-year agreement beginning next season.
Deel replaces tourism board Visit Rwanda, Arsenal’s first-ever sleeve sponsor, which announced it would end its ties after the 2025-26 season, concluding an eight-year partnership that began in 2018 and was renewed in 2021.
Meanwhile, North London rivals Tottenham Hotspur have unveiled Tata Consultancy Services (TCS) as their digital transformation partner under a multi-year strategic tie-up.
Through the deal, TCS will use its capabilities in salesforce and cybersecurity to support the club’s digital operations.
TCS will also enable advanced analytics and insights, “while driving fan engagement, helping the club harness data, modernise systems, and build a future‑ready digital platform.”
Ryan Norys, chief revenue officer at Tottenham, said: “Our ongoing digital transformation at Spurs underpins our wider aims to deepen fan engagement and enhance the user experience across our growing range of digital touchpoints.
“We are delighted to be able to take a true industry leader in TCS on this exciting journey with us – their expertise in delivering large-scale infrastructure projects with some of the world's biggest brands will be invaluable to us moving forward.”
Elsewhere, Manchester United have named sports and business consulting agency Elevate as their first-ever hospitality partner ahead of the 2026-27 season.
Elevate will be a new strategic partner for the club, providing its services across sports and entertainment hospitality as the club seeks to improve the matchday experience for supporters at Old Trafford.
Fans will be given the option to personally tailor their hospitality experience, with a choice between "fine dining, a relaxed pub-style atmosphere, an in-venue experience at Old Trafford, or a pre-match restaurant in the city centre."
Elevate will also offer a select number of fan experiences, including behind-the-scenes stadium tours, on-pitch photos with the first team, and exclusive Q&As with club legends.
