Speaker of Parliament Alban Sumana Kingsford Bagbin says Ghana is in advanced discussions with Sunderland over a front-of-shirt partnership to promote the country as a tourism destination during the 2026/27 season.
The proposed private sector-led agreement would see the “Visit Ghana” brand displayed prominently on Sunderland’s jerseys, as well as on the club’s official merchandise, if the deal is finalised.
Mr. Bagbin made the announcement during the 37th sitting of Parliament on Monday, outlining plans to use the international reach of the Premier League to raise Ghana’s profile among potential visitors around the world.
He said the partnership was intended to present Ghana as a leading tourism destination by connecting the country’s tourism campaign with Sunderland’s global audience. The exposure would come through television coverage, digital platforms and international media reporting linked to the club and the Premier League.
“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,” he said.
Mr. Bagbin emphasised that the initiative was not being funded by Parliament. Instead, he said it was being developed and financed by private sector sponsors under his leadership.
The Speaker also recognised the contribution of the Ghana Football Association, the Ministry of Sports and Recreation, and the Ministry of Finance to the progress of the proposed arrangement.
Although no final agreement has yet been confirmed, the planned partnership would represent a significant international marketing opportunity for Ghana. A front-of-shirt placement would give the “Visit Ghana” campaign visibility whenever Sunderland’s kits appeared in Premier League broadcasts and other official club content.
If completed, the deal would make Ghana the first African nation to secure a front-of-shirt tourism partnership with a Premier League club, according to the announcement. It would also provide the country with an extended platform to promote its tourism offering through Sunderland’s shirts, merchandise and worldwide media presence.
The proposal is part of a broader effort to use football’s international appeal to support Ghana’s tourism ambitions. The details of the commercial agreement, including its final confirmation, have not yet been disclosed, but discussions between the parties have progressed to an advanced stage.
