Sunderland AFC sponsorship deal with Visit Ghana collapses

Sunderland AFC has confirmed that a proposed £10 million per season front-of-shirt sponsorship deal with Visit Ghana will not proceed. The collapse follows six months of negotiations and despite previous public announcements regarding the partnership in Accra.

The breakdown is attributed to a lack of formal approval from the Ghanaian government. While an agreement had reportedly been reached, a lack of official state sign-off and a significant slowdown in communication led the club to conclude the deal is no longer viable.

Sunderland has been without a principal shirt sponsor since the start of the 2026/27 season, following the phase-out of a previous betting partner due to new regulations. The club is currently in advanced discussions with alternative brands and aims to secure a replacement agreement soon while maintaining its £10 million valuation.