Sunderland AFC are reportedly in discussions with Ghana’s national tourism brand, Visit Ghana, over a potential main shirt sponsorship agreement for the 2026/27 season.
The proposed partnership would see the Visit Ghana brand displayed prominently on the front of Sunderland’s playing shirts, giving Ghana an international promotional platform through one of England’s most recognisable football clubs.
The talks have come to light following a meeting involving the Speaker of the Parliament of Ghana, Alban Sumana Kingsford Bagbin, and representatives of Sunderland.
The discussions are understood to have included the possibility of strengthening commercial and promotional links between Ghana and the English club.
If an agreement is reached, Visit Ghana would gain significant exposure across the United Kingdom and international football markets, with Sunderland’s matches providing a regular global platform for the country’s tourism campaign.
The potential deal would also represent a major move in the use of football as a vehicle for promoting Ghana as a tourism destination.
Featuring the Visit Ghana name on Sunderland’s first-team shirts could help increase the visibility of the country’s attractions, culture and hospitality industry among supporters and football audiences around the world.
For Sunderland, the proposed partnership could provide a commercially valuable agreement ahead of the 2026/27 campaign, while also creating opportunities to build stronger links with Ghana and the wider African market.
The Black Cats have a notable connection with Ghanaian football through their history of signing and developing players from the country and the wider African continent. A shirt partnership with Visit Ghana could therefore add another dimension to those existing links.
However, discussions are understood to still be at the negotiation stage, and there has been no official confirmation that a final agreement has been reached or that Visit Ghana will definitely appear on Sunderland’s shirts for the upcoming season.
Should the deal be completed, it would place Ghana’s tourism brand at the centre of Sunderland’s global football profile and potentially become one of the country’s most prominent sports-led tourism marketing initiatives.
Further details, including the financial value, duration and exact scope of the proposed partnership, are expected to emerge if the negotiations result in a formal agreement.
