Ghana is preparing to launch a private sector-led partnership that would place the “Visit Ghana” tourism campaign on the front of Sunderland Football Club’s shirts during the 2026/27 Premier League season, Speaker of Ghana’s Parliament Alban Sumana Kingsford Bagbin has announced.
The proposed agreement is intended to use Sunderland’s profile in English football to promote Ghana as a tourism destination. Under the initiative, “Visit Ghana” would appear on the front of the club’s jerseys and across associated promotional material.
Mr Bagbin told Parliament that formal discussions with Sunderland were under way and had made significant progress.
“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 therefore they usually showing interest,” Mr. Bagbin stated at the 37th sitting of Parliament.
The initiative is not being funded by Ghana’s Parliament, Mr Bagbin said. Instead, it is being led and financed by the private sector, with his involvement providing oversight and leadership.
“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.
“The GFA, the Ministry of Sports and Recreation and the Ministry of Finance have also been very supportive in this project,” he stated.
If completed, the Visit Ghana Front of Shirt Partnership with Sunderland would make Ghana the first African country to hold such a position with a Premier League club.
The arrangement is expected to give Ghana international exposure through Premier League television broadcasts, digital platforms and international media channels. It is also intended to support wider efforts to increase tourism and attract greater global attention to the country.
The project is being described as a special marketing drive centred on Sunderland’s Premier League presence in the 2026/27 football season. Its proposed visibility would extend beyond the team’s playing shirts to other club paraphernalia connected with the partnership.
The Ghana Football Association (GFA), the Ministry of Sports and Recreation and the Ministry of Finance have all been identified by Mr Bagbin as having supported the initiative. However, the Speaker stressed that Parliament itself is not the sponsor.
The announcement comes as Ghana seeks to use international sporting platforms to promote its tourism industry. The planned Sunderland partnership would place the country’s tourism message before a worldwide football audience, subject to the formal engagement being concluded.
Mr Bagbin made the announcement during Parliament’s 37th sitting, where he outlined the private sector’s role in bringing the proposed partnership with Sunderland forward.
