“For us,” President Mahama began, “This is an opportunity to boost national branding and the economy beyond just sports.”

He made the remarks during Ghana’s State of the Nation Address (SONA) on the floor of Parliament on February 27, where he described the tournament as an opportunity not just for sporting glory but also for boosting the country’s international profile and economic prospects.

When the world gathers in North America for the 2026 FIFA World Cup, the cheers inside stadiums will only tell part of the story.

Beyond the goals and the electric match-day atmosphere lies a different kind of opportunity: it's not the opportunity of who gets selected by Otto Addo to represent the Black Star, but one defined by markets opened, partnerships formed, and brands discovered.

From June to July 2026, millions of football fans will descend on the United States, Mexico, and Canada for what will be the largest World Cup ever staged. According to FIFA, demand for tickets surged, with over 500 millions requests submitted worldwide.

With 78 of the tournament’s 104 matches scheduled in the United States, the country will become the epicentre of global football commerce and culture for several weeks.

Estimates suggest between six and ten million visitors could travel to the United States alone during the tournament period, while billions more will follow the spectacle through television and digital platforms.

For countries like Ghana, the moment presents something deeper than sporting pride. It is a rare global marketplace and a window through which national brands can introduce themselves to the world as noted by the first gentleman of the land in his February statement.

And one Ghanaian company is determined to ensure the country does not miss that moment.

Leading travel company, Litina travel and tour has launched an initiative designed to turn the World Cup into a gateway for Ghanaian commerce.

The programme, dubbed the “Litina 2-in-1 Experience,” blends travel to the World Cup with an international business exhibition aimed at connecting Ghanaian brands directly with global consumers and investors.

At the heart of the initiative is the “Made in Ghana: FIFA World Cup 2026 Expo,” a two-day exhibition scheduled for 22–23 June 2026 at the Envision Hotel & Conference Centre in the United States.

The timing is deliberate.

As Ghanaian supporters, diaspora communities, international tourists, and global business figures converge in North America for football’s biggest festival, the expo will create a dedicated platform for Ghanaian businesses to tell their story.
Not through advertisements.

But through experience.

Products will be touched. Flavours sampled.

And deals, potentially, signed.

For many businesses, exporting products to international markets can be a long and expensive process.

The Litina initiative seeks to compress that journey.

Instead of Ghanaian companies chasing foreign markets across continents, the markets will be gathered in one place during the world’s most watched sporting event.

Corporate organisations, SMEs, and entrepreneurs across sectors are invited to participate. Expected product categories include:

• Processed foods and beverages
• Chocolate and cocoa products
• Fashion, garments, and made in Ghana textiles
• African fabrics and handicrafts
• Cosmetics and beauty products
• Spices and agricultural products
• Real estate and investment services

Chief Executive Officer of Litina Travel and Tours, Ernestina Sefaa Abroquah, said the concept was created to ensure that Ghanaian participation in the 2026 FIFA World Cup goes beyond football.

According to her, the global tournament presents a powerful opportunity for Ghanaian companies to promote “Made in Ghana” brands to the diaspora and international buyers while supporting the national team.

“The World Cup attracts millions of people from across the globe. We want Ghanaian businesses to take advantage of this moment not only to support the Black Stars but also to introduce their products to new international markets,” she said.

She noted that the Litina initiative aims to place Ghanaian entrepreneurs at the centre of the networking, trade engagement, and investment discussions that naturally surround major global sporting events.

Through the Litina 2-in-1 Experience, participating companies will benefit from:
• Exhibition space at the Made in Ghana World Cup Expo
• Direct access to Ghanaian diaspora consumers
• Opportunities to meet international distributors and investors
• Brand visibility during one of the world’s biggest sporting events
• Structured business networking events

The travel package itself includes visa support, official match tickets for Ghana’s group-stage games, return charter flights, accommodation, travel insurance, and access to curated networking sessions.

Demand for the packages has already been strong among executives, entrepreneurs, and football enthusiasts, with Category One packages fully subscribed.

However, limited slots remain available under Category Two and Category Three packages, particularly for businesses interested in participating in the Made in Ghana Expo.

Corporate organisations, exporters, and entrepreneurs interested in showcasing their products to the global market are encouraged to secure their participation early.

Further information is available through Litina Travel and Tours on 0244260789 or at their office at Alisa Hotel.

Organisers say the initiative is designed to ensure that when Ghanaian supporters travel to the 2026 FIFA World Cup, they go not only as fans of football but also as ambassadors of Ghanaian enterprise and innovation.