Kumasi Asante Kotoko SC's international partners, Sunderland Association Football Club, has concretized their commitment to making a positive impact on the African continent by announcing a pioneering a partnership with the project, Invest in Africa last Monday.

According to a media release, "Invest in Africa is a not-for-profit business initiative that will promote Africa as a leading investment destination and actively challenge misconceptions about investing on the continent".

"Invest in Africa’s mission is to show that Africa is open for business, and that its further development is dependent on private-sector investment and partnerships with local businesses". 

This they hope achieve by building a partnership of companies and investors working in Africa to inspire other companies that have not made a firm decision of venturing into Africa.

The project is proudly being initially sponsored by Africa's largest independent oil company, Tullow Oil PLC who are also founding partners.

At the launch of the project, Chief Executive of Tullow Oil PLC, Aidan Heavey said: “We’ve known for years that Africa is a thriving and great place to do business. But potential foreign investors are still missing out because of outdated perceptions of what it’s like to work in Africa".

"Invest in Africa wants to bridge this gap by challenging misconceptions, showing that Africa is open for business and helping more investors into Africa in partnership with local businesses". 

With Sunderland AFC commanding a fair share of the Premier League’s global audience of 4.7bn viewers, Invest in Africa seeks to ride on this wonderful wave of the club that share in their vision, into a global acceptance.

“Ultimately, this will make Africa a more stable and attractive place to work, which is in everyone’s interests. Which is why we’re delighted to be partnering with Sunderland AFC who share Invest in Africa’s ambitions and desire to reach a global audience.”

On his part, the Chairman of Sunderland AFC, Ellis Short described the sealing of the agreement as a landmark event that will seek to bring Africa into the spotlight and through that attract more investment onto the continent.

“We are very proud to have augmented our relationship with Invest in Africa through this wonderful agreement.

“It is a partnership which sets a new benchmark for the club commercially but what stands out is while doing so, it truly gives something back to both our own region and to a continent which has become a firm part of our club’s success story over recent seasons.

“Extending our relationship will enable us to put the club’s knowledge and experience – allied with its immense global reach as part of the Premier League – fully into practice. It fits perfectly with our own aims as we continue showcasing Sunderland AFC to a global audience which simply loves football.”

In the same way, Sunderland's Chief Executive, Margaret Byrne, agreed with the chairman and went on to say: “Africa has a wonderful passion for the game, something which is mirrored here in our own North East region. Both places are renowned for examples of how football can engage people and organizations to the extent where it changes lives.

“Sunderland AFC has established a reputation as a club which champions that idea. We take immense pride in using the power and pull of football responsibly to ensure it is driven towards strengthening our community and improving people’s lives.

By the sealing of the agreement, Invest in Africa has thus become the club’s principal partner and shirt sponsor.

“The Invest in Africa brand will be displayed on the team’s kit for a minimum of two seasons”