CJ Paul Baffoe-Bonnie displaying the branded jersey
Ghana has secured a private sector led initiative that will see ‘Visit Ghana’ on the front of jersey of English Premier League side Sunderland Football Club for the 2026/2027 football season.
The partnership with Sunderland AFC could put Ghana directly in front of football audiences across the UK and around the world.
The initiative is expected to give Ghana valuable exposure through Premier League matches, digital platforms and international media.
The announcement has already attracted attention in Ghana and the UK.
The partnership could also help grow interest in Ghana travel from the UK, especially among people who may already have a connection with Africa or are simply curious about the country behind the name on the Sunderland shirt.
The project was first announced by Speaker of Parliament Alban Sumana Kingsford Bagbin in August, when he told Parliament that discussions with Sunderland were at an advanced stage. At the time, however, he did not announce a financial value or say that an agreement had been completed.
“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 they are showing interest,” Bagbin said.
He was clear about the source of funding for the proposed project, rejecting any suggestion that Parliament was paying for the sponsorship.
“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 said.
He also acknowledged the involvement of the Ghana Football Association, the Ministry of Sports and Recreation and the Ministry of Finance, but described their role as support for the initiative rather than confirmation that government was financing the sponsorship.
BY The Sport Desk