Flow invests over $300,000 in Crop Over 

ver events and activities.

The National Cultural Foundation (NCF) officially launched the enhanced partnership at Pelican Village on Thursday, as Flow reaffirmed its longstanding commitment to Barbadian culture, creativity, and community through sponsorship of both NCF-produced and private events across the season.

For the third consecutive year, Flow will serve as title sponsor of the island’s largest street spectacle, now branded the Flow 5G+ Grand Kadooment, while also returning as the Official Telecommunications Partner of the Crop Over Festival. 

Liberty Business, the company’s enterprise solutions brand, also returns as associate sponsor of Fusions, the celebrated showcase of fashion, artistry, and design innovation.

From left: Dr. Jasmine Babb, Chairman of the Board of the NCF; cultural character “Muddah Sally”; Andrea Wells, Chief Cultural Officer, NCF; Carol Roberts, Chief Executive Officer, NCF; Desron Bynoe, Vice President and General Manager Flow Barbados and Inge Smidts, Chief Executive Officer of Liberty Caribbean during the cheques presentation at the launch.

Speaking at the launch event, Vice President, General Manager of Flow Barbados, Desron Bynoe said the company remains deeply committed to amplifying the spirit, creativity, and cultural significance of Crop Over while continuing to invest in the people who make the festival possible.

“I am proud to announce that for the third consecutive year, Flow is once again the title sponsor of the largest street spectacle in Barbados — this year branded the Flow 5G+ Grand Kadooment. For decades, our company has supported Crop Over and the creative industries because we recognise the significant role culture plays in bringing people together and strengthening national identity,” Bynoe said.

“This year our contribution to the Festival is valued at just over $300 000. This is an investment increase of 20%, compared to last year, spanning both National Cultural Foundation-produced and private events reflecting our continued confidence in the value and impact of Barbados’ premier cultural festival.”

Chief Executive Officer of Liberty Caribbean, Inge Smidts described the company’s support for Crop Over as part of a broader commitment to Caribbean people, culture, and community. 

“What we continue to see across the Caribbean is that the moments people value most are often the ones that bring communities together through shared experiences, celebration, and culture,” Smidts said.

Liberty Caribbean are the operators of Flow, Liberty Business and BTC. 

“Crop Over represents far more than a festival. It is an expression of Barbadian identity, creativity, resilience, and pride. The music, the artistry, the storytelling, and the energy of the people are all parts of what makes this region unique. That is why Liberty Caribbean continues to invest in cultural experiences across the region, because they are fundamentally about people, connection, and community.”

Chairman of the National Cultural Foundation, Dr Jasmine Babb, welcomed the continued partnership and praised Flow for longstanding support of the festival.

“We sincerely thank Flow for being the Official Telecommunications Provider of the Crop Over Festival and for continuing to invest in this important cultural space. Flow’s support helps us connect Barbadians, visitors and the wider world to the energy of Crop Over and we value that partnership dearly,” Dr. Babb said.

Flow’s presence throughout the season will span major cultural events and private productions, culminating with the Flow 5G+ Grand Kadooment on August 3. The company will also once again power the festival’s official livestream, enabling audiences across the Caribbean diaspora and around the world to experience the excitement and spectacle of Mega Monday in real time.