“VISIT GHANA” ON SUNDERLAND JERSEY — MASSIVE GLOBAL BOOST FOR BLACK STAR EXPERIENCE

Ghana set for unprecedented Premier League exposure as tourism brand targets millions of football fans worldwide

Ghana could be on the verge of securing one of its biggest international tourism marketing opportunities yet, with the “Visit Ghana” brand set to feature prominently on the front of Sunderland AFC’s jersey for the 2026/27 English Premier League season.

The proposed partnership, which is being driven by the private sector with support from key Ghanaian institutions, is expected to give Ghana enormous global visibility through Premier League broadcasts, digital platforms and international media.

And beyond simply promoting tourism, the move could provide a major international platform for the Black Star Experience — Ghana’s flagship culture, arts, tourism and creative-industry initiative designed to connect Ghanaian experiences with audiences around the world.

GHANA TO TAKE OVER THE PREMIER LEAGUE STAGE

The announcement was made by Speaker of Parliament Alban Sumana Kingsford Bagbin, who disclosed that discussions with Sunderland had progressed significantly.

The plan is for “Visit Ghana” to appear on the front of Sunderland’s playing jersey, as well as on associated club paraphernalia.

Bagbin stressed that the initiative is not being financed by Parliament. Rather, it is a private-sector-led project, with his office helping to facilitate the engagement.

The Ghana Football Association, Ministry of Sports and Recreation, and Ministry of Finance have also been supportive of the initiative.

A TOURISM ADVERTISEMENT ON MILLIONS OF SCREENS

The power of the proposed partnership lies in the global reach of the Premier League.

Every Sunderland match broadcast internationally could potentially place “Visit Ghana” directly in front of football audiences across the world.

That means Ghana’s beaches, heritage sites, festivals, food, fashion, music, arts and cultural experiences could benefit from exposure far beyond traditional tourism advertising.

The official Visit Ghana platform already promotes Ghana through categories including nature, culture, lifestyle and heritage, while the Black Star Experience seeks to package and showcase those experiences to local and international audiences.

BLACK STAR EXPERIENCE GETS A HUGE PLATFORM

The timing could be particularly significant for the Black Star Experience.

Its programme includes initiatives spanning heritage, culture and nature, creative industries, diaspora engagement, sports and culture, and global promotional activities.

Putting “Visit Ghana” on a Premier League shirt therefore creates an opportunity to turn football visibility into tourism visibility.

A football fan watching Sunderland in London, Manchester, Lagos, New York or Accra could see Ghana’s tourism brand repeatedly throughout the season.

That is the kind of international brand exposure that traditional advertising campaigns can struggle to achieve.

GHANA COULD MAKE HISTORY

According to the announcement, the proposed arrangement would make Ghana the first African country to occupy a front-of-shirt position with a Premier League club, if the agreement is finalised.

For a country seeking to strengthen its international tourism profile, the symbolism is significant.

It places the Ghana brand directly inside one of the world’s most commercially powerful football ecosystems.

And Sunderland’s return to the Premier League provides an additional spotlight, as the club begins a new chapter in English football’s top flight.

MORE THAN FOOTBALL

The initiative is ultimately about more than putting two words on a football shirt.

It is about using football as a gateway to Ghanaian culture, tourism and investment.

The Black Star Experience’s broader vision is to connect Ghana’s cultural identity and tourism offerings with international audiences, while the Visit Ghana campaign provides the branding vehicle to attract attention.

If executed effectively, the Sunderland partnership could help convert that attention into actual visitors, business opportunities, diaspora engagement and greater demand for Ghanaian cultural experiences.

FROM SUNDERLAND TO THE WORLD

The proposed “Visit Ghana” partnership could therefore become one of the country’s most visible tourism campaigns in recent years.

For Ghana, the message would be simple — the Black Star is open for business, tourism, culture and unforgettable experiences.

And if millions of Premier League viewers see “Visit Ghana” every week on Sunderland’s shirt, the Black Star Experience could have one of its biggest global stages yet.

This is football meeting tourism — and Ghana is looking to turn the Premier League spotlight into a global invitation: Come and Experience Ghana.