It was an exciting opener for Ghanaians and the Black Stars after the national team triumphed over Panama at the 2026 FIFA World Cup.

But has the excitement translated into economic benefits for businesses dealing in the sale of national team paraphernalia?

The team hit the streets of Kumasi to find out from traders dealing in jerseys and other Ghanaian apparel how they are cashing in as the Black Stars prepare to face England in a much-anticipated Group L clash.

For nearly a week, traders at Kejetia Market and Adum have reported increased foot traffic, with fans trooping in to purchase Black Stars jerseys, flags, wristbands, and headgear.

“Trading was slow before the first match, but after the win against Panama, sales have doubled,” said Nana Akwasi, a vendor at Adum.

“Ghanaians are showing interest in the Ghana jerseys, so we are praying that we win against England so that our business can continue to grow,” he added.

Another trader, Benedicta Asare, said stock that had sat for months is now moving.

“So far, so good. Ghanaians are patronising the Black Stars’ new kit and anything with the Black Stars badge. If we beat England, I know sales will go higher,” she said.

The traders say the national team’s performance directly affects their businesses. A win, they believe, means more fans, more sales, and more profit.

Meanwhile, some fans in Kumasi have shared their expectations ahead of the Ghana-England match. Opinions were divided, with some expressing confidence in a Black Stars victory while others predicted a draw.

According to supporters, either result would keep Ghana’s qualification hopes alive in Group L. A win would put the team in a strong position to advance, while a draw could still be enough depending on results from other group fixtures.

“We beat Panama, so the confidence is high,” said Daniel Owusu, a fan at Kejetia. “If we get three points against England, we can qualify.”

Another supporter, Aisha Mohammed, was more cautious: “England is a strong side with quality players. A draw won’t be bad. One point gets us closer to the next round.”

For many fans, the priority is avoiding defeat. “Win, draw, or fight to the end—we just need something from this game to stay in the tournament,” said one supporter wearing Ghana colours.

The FIFA World Cup 2026 Group L match between England and Ghana is scheduled for Tuesday, June 23, 2026, at Boston Stadium in Foxborough, Massachusetts. Kick-off is set for 9:00pm BST.

Both teams enter the fixture with three points each after Matchday 1 victories. England defeated Croatia 4-2, while Ghana secured a 1-0 win over Panama through a 95th-minute goal by Caleb Yirenkyi. A win for either side will secure qualification to the Round of 32.

Ghana welcomes back Thomas Partey after his absence in the Panama match, though goalkeeper Lawrence Ati-Zigi remains a doubt.

This will be the first competitive World Cup meeting between the two nations since a 1-1 friendly draw at Wembley Stadium in 2011.

With Ghana set to face England in Group L, Kumasi’s jersey vendors are optimistic that the Black Stars’ momentum will translate into higher sales.

For many, the 2026 World Cup is not just about football, but about business, livelihoods, and national pride.

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