Visit Ghana and Sunderland: What the Premier League Partnership Means for Ghana Tourism

Ghana's Parliament, has announced a private sector led initiative that will see "Visit Ghana" on the "front of jersey" of Sunderland Football Club for the 2026/2027 football season. 

For Sunderland fans, the 2026/27 Premier League season could bring more than football. A proposed Visit Ghana partnership with Sunderland AFC could put Ghana directly in front of football audiences across the UK and around the world.

The private-sector-led initiative is expected to place “Visit Ghana” on the front of Sunderland’s shirt, giving Ghana valuable exposure through Premier League matches, digital platforms and international media. The announcement has already attracted attention in Ghana and the UK. (Ghana News Agency)

But what does this mean for tourism?

For many people in Sunderland and across the UK, this could be their first reason to search for Ghana. And when they do, they will find a country with much more to offer than football.

Ghana has beautiful beaches, historic castles, national parks, local food, music, culture and a warm welcome. From Accra to Cape Coast and Kumasi, there are experiences for first-time visitors, families, football fans and travellers looking for something different.

READ ALSO: 10 Essential Travel Tips For Visiting Ghana What Every First Time Visitor Should Know 

The partnership could also help grow interest in Ghana travel from the UK, especially among people who may already have a connection with Africa or are simply curious about the country behind the name on the Sunderland shirt.

And if you are planning a trip to Accra, don't only experience Ghana during the day.

Accra by Night, available through the Ghana Tourism Marketplace, gives visitors the chance to experience the city's food, culture, music and nightlife after dark. The experience is part of Ghana's growing night-tourism offering and has already seen strong demand through the marketplace. (Ghana News Agency)

So, Sunderland fans, when you see “Visit Ghana” on the shirt, take it as an invitation.

Come for the football connection. Stay for Ghana.

Explore Accra by Night on Ghana Tourism Marketplace