Ghana is set to take centre stage in English football after Visit Ghana was announced as the prospective new main shirt sponsor of Sunderland AFC in a major £10 million partnership.
The landmark agreement is expected to give Ghana’s tourism brand prominent global exposure through one of England’s most recognised football clubs, connecting the country’s tourism campaign with Sunderland’s passionate domestic and international fanbase.
The new partnership is expected to be formally unveiled ahead of Sunderland’s highly anticipated Premier League clash against Arsenal on September 12, 2026.
Under the proposed agreement, the Visit Ghana brand will feature prominently on Sunderland’s first-team shirts, placing Ghanaian tourism in front of millions of football supporters across the United Kingdom and around the world.
The deal represents a significant opportunity for Ghana to promote itself as a leading destination for leisure, culture, heritage, business and sporting tourism. Through Sunderland’s Premier League platform, the country will be able to showcase its beaches, cultural attractions, historical sites, cuisine, entertainment and vibrant hospitality sector to an international audience.
The partnership also highlights the growing relationship between football, tourism and international destination marketing. For Ghana, aligning its national tourism brand with a Premier League club provides a powerful platform to strengthen the country’s visibility and encourage more visitors to experience what the country has to offer.
For Sunderland, the partnership would provide a major commercial boost as the club continues its return to the Premier League and seeks to build its international profile.
The unveiling ahead of the Sunderland-Arsenal fixture on September 12 is therefore expected to attract considerable attention, with the new shirt sponsorship potentially marking one of the most high-profile international tourism partnerships involving a Premier League club.
By: Emmanuel Opoku