Omanghana
Speaker of Parliament Alban Sumana Kingsford Bagbin has announced plans for a private sector-funded partnership that would place the “Visit Ghana” campaign on Sunderland AFC’s shirts and other branded materials.
The proposed agreement would see the tourism message displayed prominently on the front of the English football club’s jerseys during the 2026/2027 season.
Bagbin disclosed the initiative during Parliament’s 37th sitting on Monday, August 3, 2026. He said negotiations had reached an advanced stage, with Sunderland expressing strong interest in the marketing partnership.
The Speaker clarified that the Parliament of Ghana would not provide financial sponsorship for the agreement.
According to him, the initiative is being financed entirely by the private sector and coordinated under his leadership.
Although no parliamentary funds will be committed, the project has received institutional support from the Ghana Football Association, the Ministry of Sports and Recreation and the Ministry of Finance.
If finalized, the partnership is expected to make Ghana the first African country to secure a prominent front-of-shirt tourism promotion arrangement with Sunderland.
The campaign is intended to use the club’s international visibility to market Ghana as a leading destination for tourism, culture, heritage and investment.
Sunderland’s matches, digital platforms and media coverage reach football audiences in several countries. Officials therefore believe the proposed partnership could introduce the “Visit Ghana” brand to millions of potential travelers.
The initiative particularly seeks to attract international visitors and members of the African diaspora interested in Ghana’s history, culture and tourism experiences.
The proposed deal builds on a growing relationship between Ghana’s Parliament and Sunderland AFC.
In June 2026, Sunderland Chairman Kyril Louis-Dreyfus led a club delegation to Ghana’s Parliament following an earlier visit by Bagbin to the club’s headquarters in the United Kingdom.
During that engagement, Louis-Dreyfus highlighted Sunderland’s connection with Ghanaian football supporters and the contribution of Ghanaian players to the club’s history.
Former Black Stars players Asamoah Gyan, Sulley Muntari and John Mensah are among the prominent Ghanaian footballers who have represented Sunderland.
The tourism campaign forms part of a broader sports relationship involving Parliament and its local organizing partner, Primeval Media Limited.
Under the arrangement, future winners of Ghana’s annual Democracy Cup are expected to travel to England to play Sunderland in an international friendly.
The planned match is intended to give local clubs greater international exposure while strengthening sporting and cultural links between Ghana and the English side.
Final details of the “Visit Ghana” partnership, including its commercial terms and formal implementation arrangements, are expected to be announced after negotiations are completed.
Source: Omanghana
