Speaker Alban Bagbin Unveils "Visit Ghana" Global Marketing Partnership with Sunderland FC

3rd August•3 min read•11 sources

The Speaker of Parliament, Alban Sumani Kingsford Bagbin, has announced a landmark private sector-led initiative that will see the "Visit Ghana" brand featured on the front of Sunderland Football Club's jerseys for the 2026/2027 football season. This strategic partnership aims to leverage the global reach of English football and digital media platforms to promote Ghana as a premier tourism destination. The Speaker clarified that the project is not funded by Parliament but is instead driven by private sector sponsorship with the support of the Ghana Football Association (GFA), the Ministry of Youth and Sports, and the Ministry of Finance. This agreement marks a historic milestone, as Ghana is set to become the first African country to secure such high-profile visibility on a prominent club's kit.

Beyond the football pitch, the Ghana Tourism Authority (GTA) is intensifying its efforts to position the country as a hub for trade and investment. The GTA recently endorsed the 6th Inter-Tourism Expo Accra (INTTA) and the 24-Hour Africa Tourism, Agribusiness, Digital Sovereignty, and AfCFTA Industrial Acceleration Conference, scheduled for late 2026. These events are designed to align with the African Continental Free Trade Area (AfCFTA) framework, creating a strategic platform for industrial growth and tourism-linked investment. These domestic initiatives complement the international visibility gained through sports marketing, forming a multi-pronged approach to economic expansion.

As the nation prepares for this global exposure, President John Mahama has emphasized the critical need for systemic improvements within the domestic hospitality sector. During a recent media engagement, President Mahama highlighted the importance of service excellence and the recognition of hospitality professionals, noting that poor service culture can undermine the national brand. He urged stakeholders to address the "hidden costs" of neglecting service quality, which include declining guest satisfaction and reduced profitability. This call for reform is seen as a necessary internal step to ensure that the influx of tourists expected from global marketing campaigns meets a world-class experience on the ground.

In the financial services sector, Hollard Ghana is also working to strengthen the national business landscape through its new "We Cover You" brand campaign. Launched at the Achimota Retail Centre, the initiative aims to make insurance more relatable to the average Ghanaian and rectify public misconceptions about the industry. Managing Director Daniel Boi Addo explained that the campaign uses the symbol of cloth to represent care and protection, seeking to increase insurance penetration among underserved communities. Together, these developments in sports marketing, tourism infrastructure, and financial literacy signal a concerted effort by both public and private sectors to bolster Ghana's economic identity on the world stage.

This story touches markets covered on Anansi Intelligence ↗.

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Speaker Alban Bagbin Unveils "Visit Ghana" Global Marketing Partnership with Sunderland FC

More from business

Ghana Market Update: Cedi Strengthens Ahead of CanCham Summit as Bezos Consortium Secures Major Stake in Liverpool

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Ghana Government Secures 30% Gold Purchase Agreement with Chamber of Mines to Bolster National Reserves