Ghana seeks Sunderland AFC sponsorship to promote tourism

Ghana is pursuing a partnership to feature the ‘Visit Ghana’ brand on the jerseys and promotional materials of the English football club Sunderland AFC. The initiative aims to leverage the international media reach of English football to promote Ghana as a tourist destination.

While reports have circulated suggesting the deal is worth approximately £10 million per year, this figure has not been officially confirmed by the Ghanaian government, Parliament, or Sunderland AFC. The estimate was previously suggested by former Everton executive Keith Wyness.

Alban Sumana Kingsford Bagbin, Speaker of the Ghanaian Parliament, has clarified that the project is primarily a private sector-led initiative and is not being funded by Parliament. Although the Ghana Football Association and the Ministries of Finance and Sports are involved in discussions, they are described as providing support rather than direct financing for the sponsorship.