![SLTA initiated a marketing promo with New York Yankees, last year [Photo credit : SLTA]](https://thevoiceslu.com/wp-content/uploads/2026/03/SLTA.jpg)
This month, a vibrant showcase of the country’s rich culture was featured on a global stage as part of the West Indian Carnival Night, hosted by the Brooklyn Nets.
The Saint Lucia Tourism Authority (SLTA) brought vibrant Lucian culture to New York through high-profile sports partnerships, including a dedicated West Indian Carnival Night with the Brooklyn Nets, on March 10. Following successful 2025 events with the Yankees, this initiative featured steel pan, local performers, and promotions for Lucian Carnival.
The SLTA is strategically leveraging sports to elevate the island’s visibility within key international markets. Following successful collaborations with the New York Yankees and a dynamic halftime event during a Toronto Raptors game earlier this year, the SLTA remains focused on engaging diasporic audiences and attracting new travelers through high-profile sporting events.
On March 10, the SLTA teamed up with veteran guard-forward Terance Mann, the Terance Mann Complete Player Foundation, and the NBA’s Brooklyn Nets to present West Indian Carnival Night at Barclays Center in Brooklyn, New York. The event coincided with the 7:30 p.m. matchup between the Detroit Pistons and the Brooklyn Nets, offering fans an exciting sneak peek of Lucian Carnival, scheduled for July 20–21.
Mann, with his proud Saint Lucian heritage, adds a deep cultural connection to the event, reinforcing ties between Saint Lucia and its diaspora while positioning the island at the heart of a vibrant Caribbean celebration in New York.
The evening also featured a live performance of the national anthem by Ashley Skerritt, a celebrated Saint Lucian singer and songwriter, alongside the New York-based LIV Carnival band, delivering the rhythmic sounds of steel pan and bringing to life the music, culture, and colorful spirit of Carnival.
In the arena, prominent branding was showcased at an interactive SLTA booth, co-branded t-shirts and hats, and various event signage. Fans were expectant of the exclusive giveaways, including flights and accommodations, in support of the Terance Mann Complete Player Foundation.
Louis E. A. Lewis, CEO of the SLTA, stated: “The U.S. remains Saint Lucia’s largest source market, with arrivals increasing by 11% in January 2026. This initiative is thoughtfully designed to engage the wider New York tri-state area and audiences tuning in from home.”
He further emphasized: “Through these targeted brand collaborations, the SLTA is committed to expanding Saint Lucia’s presence across key markets, deepening connections with the diaspora, and creatively fostering interest among new and returning visitors alike.”
Tickets for the Caribbean Carnival Night ranged from US $34.68 to US $121.39 and can be purchased through the provided link. Each ticket included a co-branded Brooklyn Nets x Saint Lucian flag and the chance to take a post-game group photo with Terance Mann.
This stunning Caribbean island proudly holds the titles of the World’s Leading Honeymoon Destination and the Caribbean’s Leading Adventure Tourism Destination, with Olympic gold medalist Julien Alfred serving as a dedicated Tourism Ambassador.