Coming on the heels of their successful sponsorship of the “Rihanna Loud in Barbados” concert at Kensington Oval in St Michael on August 5, LIME turned its attention to sponsorship of Diaspora events surrounding the 44th Annual West Indian Carnival Festival 2011 which ended on US’s Labour Day, Monday September 5 in New York City.

The historic Brooklyn event — described as the “Mother of all Caribbean Parties” — is the largest parade of its kind in the United States. The parade typically attracts over 3.5 million participants, effectively pulling more people than the population of the entire island of Jamaica. LIME had a major presence on the parkway at the Labour Day parade for the second consecutive year. LIME’s Regional Head of Sponsorship, Sheldon Keens-Douglas, who was in town for the festivities, expressed pleasure at being on board again.

“We wouldn’t miss it; after our participation last year we knew we would be back. The ‘E’ in LIME is all about quality entertainment and cultural events and activities, and the West Indian Carnival Festival is a great complement to what that means for us” he explained.

LIME sponsored other scheduled events over the weekend, including Everybody’s Calypso and Soca Tent Revue at the Tropical Paradise Ballroom (August 29 – September 2) that featured the world’s top calypso and soca superstars such as The Mighty Sparrow, Shadow, Becket, Denyse Plummer, Rikki Jai and Edwin Yearwood; Brass Fest which was held at the Brooklyn Museum on Eastern Parkway, that featured the 2011 Carnival King Machel Montano & Kes The Band, Patrice Roberts, Farmer Nappy, and WCR and the inaugural Reggae Rhythm & Blues Concert at Roy Wilkins Park that featured strong performances from R&B singer Kenny “Babyface” Edmonds, Monica, Mavado, I-Octane, Leroy Sibbles, Tarrus Riley, Khago, and Soca King Machel Montano HD.

From as early as May this year, LIME upped their promotions in the Diaspora, expanding support of a number of Caribbean events including support of Caribbean athletes who competed at the annual Penn Relays Carnival in Philadelphia.