# Ghana-Sunderland AFC tourism and football partnership

> Live situation record from CLSTR: https://clstr.news/situations/ghana-sunderland-afc-tourism-and-football-partnership
> Updated: 2026-08-12T08:42:17.000Z. Sources: 4. Developments: 3.

Ghana is developing a tourism promotion partnership with the English football club Sunderland AFC. Initially announced by Parliament Speaker Alban Sumana Kingsford Bagbin, the ‘Visit Ghana’ campaign aims to place the nation’s slogan on the front of Sunderland’s jerseys for the 2026/27 season. The initiative is described as a private-sector-led project with backing from the Ghana Football Association and various government ministries.

As the partnership progressed, the scope of the collaboration expanded to include youth development. Beyond the jersey sponsorship, the initiative intends to provide Ghanaian youth with training opportunities at the Sunderland Academy, potentially creating pathways for players to join the professional team.

In August 2026, the partnership moved toward formalization. Following a meeting between Speaker Bagbin and representatives from Sunderland AFC, reports indicated the club was in negotiations for a main shirt sponsorship deal. This agreement seeks to leverage Sunderland’s global audience and its history of developing African players to promote Ghanaian culture and tourism. 

During the presentation of the 2026 Democracy Cup trophy, Bagbin reaffirmed the partnership's objectives, noting that the ‘Visit Ghana’ initiative would feature on Sunderland’s jerseys during the 2026/27 season to boost international exposure.

## Timeline

### 2026-08-12: Sunderland AFC in talks for Visit Ghana shirt sponsorship

Sunderland AFC is in talks with Visit Ghana for a potential main shirt sponsorship deal for the 2026/27 season to promote Ghanaian tourism.

2 sources. https://clstr.news/cluster/sunderland-afc-in-talks-for-visit-ghana-shirt-sponsorship

### 2026-08-12: Speaker Bagbin receives Democracy Cup trophy and unveils Sunderland partnership

Speaker Alban Bagbin received the 2026 Democracy Cup trophy and announced a tourism partnership with Sunderland AFC to promote ‘Visit Ghana’ and provide football training opportunities for Ghanaian youth.

3 sources. https://clstr.news/cluster/speaker-bagbin-receives-democracy-cup-trophy-and-unveils-sunderland-partnership

### 2026-08-03: Ghana Secures Front‑of‑Jersey Sponsorship on Sunderland AFC for 2026/27 Season

Ghana’s Parliament Speaker Alban Bagbin announced a private‑sector “Visit Ghana” front‑of‑jersey deal with Sunderland AFC for 2026/27, backed by Ghanaian sports ministries and the GFA.

2 sources. https://clstr.news/cluster/ghana-secures-frontofjersey-sponsorship-on-sunderland-afc-for-202627-season

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Cite as: Ghana-Sunderland AFC tourism and football partnership. CLSTR, https://clstr.news/situations/ghana-sunderland-afc-tourism-and-football-partnership