By Kwame Bediako
Speaker of Parliament Alban Sumana Kingsford Bagbin has unveiled a private sector-led partnership that will see the “Visit Ghana” brand featured on the front of Sunderland AFC’s jerseys throughout the 2026/27 Premier League season. The initiative forms part of an ambitious tourism campaign aimed at promoting Ghana to a global audience by leveraging the worldwide reach of one of football’s most-watched leagues.
Advanced talks with newly promoted Sunderland
Addressing the 37th sitting of Parliament, Bagbin said discussions with the newly promoted Premier League club are at an advanced stage, with both sides showing strong interest in finalising the agreement. “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 told Parliament.
Funding from private sector, not Parliament
The Speaker clarified that the project is not being financed by Parliament but is instead backed by private sector investors, with his office facilitating the engagement. “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 explained, acknowledging support from the GFA, the Ministry of Sports and Recreation and the Ministry of Finance.graphic+1
Goal: boost Ghana’s global tourism profile
According to Bagbin, the partnership is expected to significantly enhance Ghana’s international tourism profile by leveraging Sunderland’s global reach in the Premier League. If completed, the agreement would make Ghana the first African country to secure a front-of-shirt sponsorship with an English Premier League club, providing worldwide exposure through live broadcasts, digital platforms and international media coverage.graphic+2
Tourism marketing through football
The campaign is intended to use the club’s international visibility to market Ghana as a leading destination for tourism, culture, heritage and investment. By placing “Visit Ghana” on Sunderland’s shirts, the initiative aims to reach millions of football fans across the globe and strengthen the country’s tourism sector.
