In the competitive, ever-evolving world of NFL sponsorships, the New York Jets kicked off a groundbreaking partnership with the U.S. Virgin Islands (USVI) Department of Tourism last August, marking the first time the brand has collaborated with an NFL team. 

The multi-year deal, which made the USVI the Official Caribbean Destination partner of the Jets beginning with the 2023 NFL season, aims to showcase the vibrant culture of the USVI, as well as to educate and encourage fans to explore this unique region, a US territory located in the northeast Caribbean Sea. The USVI has distinguished itself in its sponsorship strategy by securing six other deals across US major pro sports, including partnerships with the Chicago Cubs and Boston Red Sox. Notably, the USVI is the only tourism brand among the Jets’ expansive roster of 100+ sponsors. 

The partnership's core objective is to immerse Jets fans in the lively and engaging atmosphere of the USVI by integrating unique elements of Caribbean culture into game day experiences for fans. Sweepstakes and giveaways are part of the partnership asset mix and focus heavily on a key USVI travel perk—fans can travel to the tropical destination without a passport.

During the partnership’s debut season, the USVI Department of Tourism employed a multifaceted and interactive strategy, starting with its role as presenting partner of the Jets’ Tailgate Zone at MetLife Stadium. This space, already a hub for pregame festivities, was transformed to showcase the USVI's festive spirit, complete with Caribbean cocktail tastings, beach-themed seating, and dynamic performances by dancers and Moko Jumbies––colorful stilt-walkers that have been a cultural symbol of the USVI for more than two centuries.

Through the deal the USVI secured a place as a presenting partner of the Jets owned and live streamed Pregame Show, which was moved to the Tailgate Zone. This shift enhanced USVI's visibility and engaged fans directly, amassing 8M views across the Jets' digital platforms throughout the 2023 season. The Tailgate Zone's transformation into a mini USVI festival, complete with DJ sets dubbed “The Virgin Islands Dream,” immersed fans in the atmosphere of the islands, which was further amplified by giveaways and vibrant branding throughout the stadium. Along with their branding inside of the stadium, USVI kept the energy going as presenting partner of the T-shirt toss. 

The results of this unique partnership have been promising after just one year, with a 10% year-over-year increase in travel demand to the USVI from the New York Tri-State area. While other brand awareness metrics are still being evaluated, its initial success underscores the potential of innovative collaborations like this one. By infusing Jets game days with a healthy dose of flavor from the USVI, the partnership has created memorable experiences for fans and showcased the power of leveraging sports platforms to drive tourism and cultural education. 

As the USVI and the Jets continue to build on this synergy, the partnership’s future looks bright––signaling even greater engagement in subsequent seasons, and serving as a model for other destinations eager to explore similar paths in sports partnership marketing.