Black Stars market Ghana Better than any tool – Sports Minister on World Cup impact

Ghana’s Minister for Sports and Recreation, Kofi Adams, says the Black Stars remain one of the country’s most powerful global brands, capable of promoting Ghana to billions of people during major international tournaments.

Speaking on SoccerChat, the minister stressed that the senior national football team continues to play a vital role in projecting Ghana’s image on the world stage, particularly during the FIFA World Cup.

“The Black Stars is one of our biggest brands, and it markets the country so much and sometimes so effectively than any other tool can ever do,” Mr Adams said.

He highlighted Ghana’s upcoming 2026 FIFA World Cup group-stage fixture against England as a clear example of the team’s international reach and influence.

“Take our second World Cup game against England, for instance. It’s going to be watched by billions of people,” he said.

“For the 90 minutes that the game will be played, Ghana will be marketed for free. Ask yourself how much we would’ve paid for those eyeballs from billions of people.”

The Ghana Black Stars will begin their 2026 FIFA World Cup campaign against Panama at BMO Field on 17 June.

Ghana will then face England in their second Group D match at Boston Stadium on 23 June before concluding the group stage against Croatia at Lincoln Financial Field on 27 June.

The minister’s comments come amid growing anticipation ahead of the tournament, with many Ghanaians hopeful the Black Stars can once again unite the nation and raise Ghana’s profile on the global stage.