The “Visit Ghana” campaign will appear on the front of Sunderland Football Club’s shirts during the 2026-27 football season as part of a private sector-led initiative to promote tourism in Ghana.
The partnership is intended to give Ghana prominent exposure during Sunderland’s English Premier League matches, with the country’s tourism brand expected to feature on the club’s playing kits and other official merchandise.
Speaker of Parliament Alban Sumana Kingsford Bagbin announced the project during the 37th sitting of Parliament. He said discussions with Sunderland had progressed significantly and that the club had shown 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 therefore they are usually showing interest,” Mr Bagbin stated at the 37th sitting of Parliament.
The proposed Visit Ghana Front of Shirt Partnership with Sunderland is designed to use the global reach of the Premier League to increase awareness of Ghana as a tourism destination.
The campaign is expected to reach international audiences through Premier League television broadcasts, digital platforms and international media channels. It would also place Ghana at the centre of a high-profile marketing drive linked to one of the world’s most widely followed football competitions.
Mr Bagbin stressed that Parliament would not finance the sponsorship. He said the project was being led by private sector interests, with his involvement described as providing leadership and support for the initiative.
“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.
The initiative is expected to make Ghana the first African country to occupy the front-of-shirt sponsorship position with a Premier League club.
The sponsorship would give “Visit Ghana” visibility whenever Sunderland appear in Premier League fixtures, while also extending the campaign’s reach through the club’s digital presence and media coverage beyond match days.
The project forms part of a broader effort to market Ghana internationally by using the profile of football and the Premier League to attract attention to the country’s tourism offering.
Although the announcement was made in Parliament, Mr Bagbin made clear that the agreement is a private sector project rather than a parliamentary sponsorship. He also acknowledged the support of the Ghana Football Association, the Ministry of Sports and Recreation and the Ministry of Finance as discussions with Sunderland continue.
The arrangement is planned for the 2026-27 season, when “Visit Ghana” would be displayed on Sunderland’s shirts and associated club paraphernalia as the proposed partnership seeks to deliver global promotion for the country.
