Ghana is looking to the Premier League to promote itself as a global tourism destination.
The country’s Visit Ghana brand could appear on Sunderland shirts under a proposed sponsorship partnership.
The deal has been reported to be worth around £10 million. However, that figure has not been officially confirmed.
Visit Ghana could appear on Sunderland shirts
Ghana’s Speaker of Parliament, Alban Bagbin, announced the initiative in August.
He said talks were under way to place the Visit Ghana brand on Sunderland shirts and other club material.
The idea is simple. Ghana wants to use the Premier League’s huge international audience to attract more visitors.
However, Bagbin stressed that Parliament would not pay for the sponsorship.
He said the project was being led by the private sector. Ghana’s Football Association and several government ministries are also involved.
Is the Sunderland deal worth £10 million?
The reported price has attracted attention in Ghana.
Former Everton CEO Keith Wyness said he understood the proposed Sunderland deal could be worth around £10 million.
Still, neither Sunderland nor Ghanaian authorities have officially confirmed that amount as the value of a final agreement.
That distinction is important. At this stage, the £10 million figure should be treated as reported rather than confirmed.
Ghana follows Rwanda’s football strategy
Ghana would not be the first African country to use European football to promote tourism.
Rwanda has built one of Africa’s most visible sports-marketing strategies.
Visit Rwanda first partnered with Arsenal in 2018. It later expanded its presence through deals involving Paris Saint-Germain, Bayern Munich and Atlético Madrid.
In 2026, Visit Rwanda also became Aston Villa’s front-of-shirt partner.
Ghana could now follow a similar path with Sunderland.
Sunderland already has links with Ghana
The proposed partnership is not starting from scratch.
Sunderland owner and chairman Kyril Louis-Dreyfus visited Ghana with a club delegation in June.
During the visit, the two sides discussed football, business and a wider long-term relationship.
Louis-Dreyfus said it was time to formalise Sunderland’s existing connections with Ghana for the benefit of both sides.
Why the Premier League matters for Ghana
A Sunderland partnership could put Visit Ghana in front of millions of football fans.
The branding could appear during matches, broadcasts, online content and international media coverage.
That would give Ghana regular exposure far beyond traditional tourism advertising.
Reports suggest Sunderland could unveil Visit Ghana as its new main shirt sponsor before its Premier League match against Arsenal on September 12.
For now, however, both the agreement and its reported £10 million value await formal confirmation.