By Daniel ODURO
Ghana’s placement in Group I of the 2026 FIFA World Cup alongside England, Croatia and Panama has sparked excitement among football lovers. But beyond football, this draw presents one of the most powerful global public relations and nation-branding opportunities Ghana has had in years.
The Black Stars remain one of Africa’s most successful and recognisable football teams. Their presence alone draws attention. Combine that with England, a footballing giant with one of the world’s loudest and most influential sports media ecosystems, and suddenly Ghana is positioned on a global stage that reaches billions. It is global visibility on a scale that countries pay millions to achieve.
Why this draw matters for Ghana’s PR & national image
England’s media hype will put the spotlight on Ghana
England’s football culture is powered by intense media coverage; 24/7 sports channels, international broadcasters, podcasts, newspapers and digital creators whose influence spans continents.
Any match involving the Three Lions becomes a global media event. With Ghana in the same group, the narrative shifts from just England’s campaign to England vs. Ghana; a cultural and colonial clash, a footballing rivalry, a story-rich fixture.
Reporters will profile Ghana, fans will research the country and broadcasters will dig beyond football to explore the nation’s culture, history and identity. This is free PR on the world’s biggest media platforms.
Ghana can showcase itself as a tourism hotspot
The Ghana Tourism Authority (GTA) and Ministry of Tourism have a rare window to amplify ‘Visit Ghana’ and ‘Beyond the Return’ campaigns. As global attention builds pre-match documentaries can showcase Ghana’s culture, festivals, food and beaches.
Tourism ambassadors and influencers can be activated to push Ghanaian content. Digital campaigns can target English, Croatian and Panamanian audiences. If positioned well, Ghana becomes the most talked-about African destination during the World Cup.
Business & investment promotion can ride on the hype
World Cups attract not just fans, but investors. The government and agencies such as the Ghana Investment Promotion Centre (GIPC) can leverage the visibility to highlight Ghana as a stable entry point to West Africa, promote sectors such as manufacturing, Fintech and energy. Engage the diaspora and international business communities in the USA, Canada and Mexico, where the tournament will be hosted. Football opens the door; strategic PR keeps it open.
A cultural exchange moment like no other
Ghana versus England carries a layered story; shared history, diaspora connections and a massive Ghanaian population in the UK. This match can be turned into a powerful cultural diplomacy moment featuring Ghana Week in London, Joint Ghana–UK business fora, Cultural exhibitions and Media tours for British journalists. These engagements deepen bilateral relations and shape positive perceptions of the country.
How Ghana can maximise this global visibility
To convert attention into tangible gains, Ghana needs a coordinated strategy. Key actions include:
- Establish a ‘World Cup PR & Tourism Task Force’ – A collaboration between the Ghana Tourism Authority, GIPC, Ministry of Foreign Affairs, Ministry of Sports and the private sector should coordinate messaging, events and media engagements worldwide.
- Launch a global campaign – ‘Ghana to the World – 2026’ – This can be amplified through billboards in London, Accra, Toronto and New York. There can be social media storytelling, collaborations with travel platforms and airlines and World Cup-themed destination videos.
- Engage Ghanaian football legends & influencers – Abedi Pele, Tony Yeboah, Asamoah Gyan, Michael Essien and UK-based influencers can drive global attention and spark cultural conversation.
- Secure features in UK and global media – Pitching Ghana-focused stories to outlets such as BBC, Sky Sports, ESPN and The Athletic ensures the country is portrayed positively long before the first kick.
- Activate the diaspora – Diaspora communities in the UK, U.S. and Canada are powerful amplifiers. Fan zones, watch parties, business summits and cultural events can all be part of the strategy.
Conclusion
The 2026 World Cup is a global cultural celebration expected to draw more than 5 billion viewers. Ghana cannot afford to approach it as just another match. The Ghana–England fixture is a billboard to the world.
A storytelling platform. An investment attraction moment. A national branding opportunity. A chance to recast Ghana as a dynamic tourism and business destination. This is a once-in-a-generation PR goldmine. If Ghana seizes the moment with creativity, strategy and unified messaging, the impact will last long after the tournament has ended.
>>>the writer is Senior PR Manager, Touchpoint Magna Carta
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