Speaker of Parliament Alban Sumani Kingsford Bagbin has announced a major private sector-led initiative that will see Visit Ghana featured on the front of Sunderland Football Club jerseys during the 2026/2027 English Premier League (EPL) season.
The Visit Ghana Sunderland FC jersey partnership forms part of a special marketing campaign aimed at promoting Ghana as a leading tourism destination to a global audience.
Under the initiative, Sunderland FC will display the “Visit Ghana” brand on the front of its jerseys as part of efforts to drive international awareness of Ghana’s tourism attractions and encourage more visitors to the country.
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“We are entering a formal engagement with them to put Visit Ghana on their jerseys and all paraphernalia,” Mr. Bagbin said.
“We have gone far with the discussions, and therefore they are showing interest,” he added.
Mr. Bagbin disclosed during the 37th sitting of Parliament, where he provided further details about the proposed Visit Ghana and Sunderland FC partnership.
The Speaker clarified that the initiative is not being sponsored by Parliament but is being driven by private sector stakeholders with the aim of boosting Ghana’s tourism industry.
“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,” he stated.
He added that the Ghana Football Association (GFA), the Ministry of Sports and Recreation, and the Ministry of Finance have also been supportive of the initiative.
The Visit Ghana front-of-shirt partnership with Sunderland FC is expected to provide Ghana with significant international visibility through English Premier League broadcasts, digital platforms and international media channels.
The initiative could also position Ghana as the first African country to secure such prominent branding exposure on the front of the shirt of an English Premier League club.
With millions of football fans watching the EPL across the world every week, the partnership is expected to create a powerful platform for showcasing Ghana’s tourism destinations, culture, heritage and hospitality.
The proposed Visit Ghana Sunderland FC jersey partnership is therefore being positioned as a major opportunity to combine the global reach of English Premier League football with Ghana’s ambition to attract more international tourists and strengthen the country’s tourism brand.