Speaker of Parliament Alban Sumana Kingsford Bagbin has announced plans for a private sector-led partnership that could see the “Visit Ghana” brand displayed on the jerseys of newly promoted English Premier League club Sunderland AFC during the 2026/27 season.
The proposed partnership forms part of an international tourism marketing campaign aimed at using the global reach of the Premier League to promote Ghana’s tourism, culture, heritage and investment opportunities.
Speaking during the 37th sitting of Parliament, Bagbin said negotiations with Sunderland were at an advanced stage, with the club expressing interest in the proposed arrangement.
“We are entering a formal engagement with them to put Visit Ghana on their jerseys and all paraphernalia. We have gone far with the discussions, and they are showing interest,” he said.
Private sector funding
The Speaker stressed that Parliament would not finance the proposed sponsorship.
He said the initiative was being driven and funded by private sector investors, with his office facilitating discussions between the relevant stakeholders and Sunderland.
“This is not being sponsored by Parliament. In fact, the main sponsor is from the private sector. We are leading under my canopy to get this done,” he said.
Mr Bagbin said the initiative had also received support from the Ghana Football Association, the Ministry of Sports and Recreation and the Ministry of Finance.
Tourism through football
The proposed deal is intended to leverage Sunderland’s participation in one of the world’s most commercially powerful football leagues to give Ghana greater international visibility.
If concluded as envisaged, the Visit Ghana branding would appear on Sunderland’s front-of-shirt space and other club paraphernalia, exposing the country’s tourism brand to audiences through Premier League broadcasts, digital platforms and international media.
The initiative is expected to target football audiences as potential tourists and investors while showcasing Ghana’s cultural and historical attractions.
Mr Bagbin said the partnership would provide Ghana with an opportunity to use football as a vehicle for tourism promotion and broaden the country’s visibility beyond traditional tourism marketing channels.
Sunderland secured promotion to the Premier League for the 2026/27 season, providing the proposed campaign with access to a global football audience.
A potential first for Ghana
If the agreement is formally concluded, the arrangement would mark a significant development in Ghana’s sports and tourism marketing strategy and could make Ghana the first African country to secure a front-of-shirt sponsorship arrangement with an English Premier League club.
The proposal reflects growing efforts to link sports, tourism and international branding, with Ghana seeking to turn the global popularity of football into greater visibility for its tourism sector.
