Sunderland in talks over potential Visit Ghana shirt sponsorship deal

Sunderland AFC are reportedly in talks over a potential main shirt sponsorship agreement with Visit Ghana ahead of the 2026/27 season, in a move that could see Ghana’s national tourism brand take a prominent position on the English club’s famous red-and-white kits.

Under the proposed arrangement, the Visit Ghana brand would be displayed on the front of Sunderland’s playing shirts, replacing the betting companies that have occupied the club’s principal shirt sponsorship position in recent seasons.

The discussions have emerged following a meeting involving Speaker of the Parliament of Ghana, Alban Sumana Kingsford Bagbin, and representatives of Sunderland, with the potential partnership understood to form part of wider efforts to strengthen ties between Ghana and the English club.

A sponsorship agreement would represent a major international marketing opportunity for Visit Ghana, providing the country's tourism campaign with significant exposure through Sunderland's domestic and international audience.

For Sunderland, the partnership would provide an opportunity to establish a commercial relationship with Ghana while potentially broadening the club’s presence in the African market.

The Black Cats have a strong history of attracting international interest, and a collaboration with Ghana's tourism brand could further strengthen their connection with supporters and football audiences across the continent.

The proposed deal would also mark a notable change in the profile of Sunderland’s principal shirt sponsor. Rather than promoting a betting company, the front of the club's shirt could carry a national tourism campaign designed to promote Ghana as a destination for international visitors.

Visit Ghana has increasingly sought to raise the country's profile internationally by using major sporting and cultural platforms to showcase its tourism, heritage and attractions.

A partnership with a Premier League club would provide another high-profile avenue through which Ghana could reach audiences in the United Kingdom and beyond.

The involvement of Speaker Bagbin in the discussions adds a political and diplomatic dimension to the potential agreement. His meeting with Sunderland representatives has brought greater attention to the possibility of a commercial relationship between the club and Ghana.

However, the discussions remain at the stage of negotiations, and the final terms of any agreement have yet to be confirmed. Details such as the value, duration and exact branding arrangements would be expected to be established before any partnership is formally announced.

If completed, the deal would give Visit Ghana a highly visible presence throughout Sunderland’s 2026/27 campaign and could become an important part of the country’s international tourism promotion strategy.

For Sunderland, meanwhile, securing Visit Ghana as the club’s main shirt sponsor would represent a distinctive commercial partnership and a significant shift away from the betting brands that have previously featured prominently on the Black Cats’ shirts.

With the new season approaching, attention will now turn to whether negotiations can be concluded and whether Visit Ghana will ultimately appear on the front of Sunderland’s 2026/27 kits.