Arsenal FC announce Saint Lucia as new destination partner

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Image credit: Saint Lucia Tourism Authority

Starting in the 2026/27 season, the deal will see Saint Lucia become Arsenal‘s Official Destination Partner.

 

Global reach of a football giant

As one of the most popular clubs in the world, Arsenal’s influence expands far beyond the boundaries of North London.

And with its latest partnership, alongside the Saint Lucia Tourism Authority (SLTA), the reigning Premier League champions will help to promote the Caribbean island to the UK market.

Furthermore, the agreement will see additional benefits for both parties, including the development of an Academy Hub in Saint Lucia, brand visibility at the Emirates Stadium for both Premier League and Women’s Super League games, and more.

“We are entering an exciting term as Arsenal’s Official Destination Partner, aligning with a club that has a loyal, global supporter base,” said Saint Lucia’s Minister for Tourism, Commerce, Investment, Creative Industries, Culture and Heritage, Dr. Ernest Hilaire via media release.

A partnership extending from one side of the Atlantic to the other, uniting communities through football.

 

Sport and culture go hand-in-hand

This isn’t the first time, however, that Saint Lucia Tourism Authority has ventured into the commercial world of global sport.

In the past, for example, the organisation built firm relationships with several other iconic outfits including the New York Yankees (baseball), Toronto Raptors (basketball), Toronto Maple Leafs (ice hockey) and Brooklyn Nets (basketball).

But with an iconic club like Arsenal the latest addition to the lost, it further proves that sport, culture and commerce are by no means seperate entities.

In fact, in a deal such as this, all three can grow and thrive.

Arsenal are one of several clubs to establish ties with tourism boards and destination groups across the world. Notable partnerships include:

  • Manchester City and Visit Abu Dhabi
  • Fulham FC and Visit Mongolia
  • Manchester United and Visit Malta

Exposure for international tourism boards at Premier League grounds holds immense economic potential, thus a key aim in the alliance between Saint Lucia and Arsenal is to drive the island’s economy through tourism.

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Stan Sport Publicly Celebrates Premier League Rights Extension – But The Australian Indicates Otherwise

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Nine Entertainment last week celebrated the extension of its broadcast rights to screen the English Premier League in Australia until the end of the 2033/34 season, but further examination has revealed that privately, they may be counting the cost.

On Monday, The Australian revealed not only have subscribers to Stan Sport – Nine’s over-the-top sports streaming service which shows the Premier League – been dropping over the past twelve months, but that the company ‘bet on itself’ in the self-driven process of negotiating its new deal.

While Nine would not reveal the price it paid for its six-year extension, The Australian believes it to be approximately $810million. Given there was no tender process, there report outlays the possibility they’ve significantly overpaid on what rival broadcasters may have valued the rights.

The Australian is published by News Corp Australia, a significant and long-time media rival of Nine.

Stan Sport has recently commenced its second season as Australia’s home of the Premier League, following its 2025 acquisition of the rights from the now-defunct Optus Sport. Under the terms of that acquisition agreement – which runs until the end of 2027/28 – Nine pays a relative bargain of $60million per season.

But from 2028/29, they’ll be investing considerably more into what they already hold, and at a point when subscriptions are declining. The Australian made further revelations that subscriptions had fallen from a high of 800,000 last September (roughly coinciding with the start of their Premier League coverage) to 730,000 earlier this month.

The company’s share price has also hit an all-time low of 77c on Friday, down 15.85 per cent for the week.

In addition to the English Premier League, Stan Sport is also the Australian home of the Champions League and other UEFA competitions, England’s Women’s Super League, and select matches of the FA Cup and a diverse offering of tennis – including the three non-Australian Grand Slams – and Rugby Union.

Nine has also recently paid $145million to retain the rights to three live NRL matches per round.

Liverpool announces Turkish Airlines as new main club partner

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Liverpool new stand

Liverpool FC has announced Turkish Airlines as its new Main Club Partner and front-of-shirt sponsor from the start of the 2027/28 season.

This announcement brings an end to the club’s 17-year relationship with Standard Chartered as its principal shirt sponsor.

The five-year agreement will see Turkish Airlines feature on the front of the men’s, women’s and academy team shirts from June 2027. Standard Chartered will still remain involved with the club as a Global Partner.

Financial terms have not been disclosed by Liverpool, although reports suggest the deal is worth more than $563 million across its duration, making it one of the most valuable shirt sponsorship agreements in Premier League history.

The partnership further strengthens Liverpool’s commercial portfolio at a time when leading clubs are continuing to secure record sponsorship revenues.

The agreement also reflects Turkish Airlines’ growing investment in world football, with the company already an official partner of the UEFA Champions League and sponsor of several clubs and the Turkish national team.

For Liverpool, the sponsorship represents more than a change of partners. It is only the third front-of-shirt sponsor the club has had in the Premier League era, following long-term partnerships with Carlsberg and Standard Chartered.

The move continues the club’s strategy of securing long-term commercial relationships with globally recognised brands while expanding its international reach.

The announcement comes as Liverpool continues to post record commercial revenues and reinforces the increasing value of elite football sponsorship.

With the front-of-shirt sponsor remaining one of the most sought-after assets in world sport, the agreement highlights the continued demand from multinational brands seeking exposure through football’s global audience.

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