The Black Stars’ early exit from the 2026 FIFA World Cup is taking a toll beyond the football pitch, with traders who stocked up on team jerseys now struggling to clear their remaining merchandise.
During Ghana’s impressive run to the Round of 32, demand for Black Stars jerseys surged as fans rushed to show their support. Anticipating an even longer campaign, many retailers increased their inventory to meet the growing demand.
However, the excitement faded almost immediately after Ghana’s elimination, causing sales to drop sharply and leaving many traders with large quantities of unsold jerseys.
Frederick Ashley, a jersey dealer, said business was booming before the team’s exit, prompting him to buy additional stock. Now, he is considering significant price reductions to recover at least part of his investment.
According to him, the jerseys were initially selling for GH¢250, although customers could often negotiate the price down to GH¢200. With demand now at its lowest, he is prepared to sell them for as little as GH¢150 or even GH¢130.
“When Ghana played against Panama, sales increased significantly. Many customers came looking for Black Stars jerseys, so we went out to buy more stock to fill our shops. Unfortunately, business has dropped drastically since the team’s exit,” he said.
Ashley admitted the price cuts would reduce his profits but believes recovering some of the money invested is better than being left with unsold stock.
Not every trader, however, is willing to lower prices.
Bernard Asamoah, another retailer, said he still has about 500 Black Stars jerseys in stock but has no plans to offer discounts.
He explained that the jerseys are currently selling for GH¢150 each and reducing the price further would mean selling below cost, increasing his financial losses.
For many traders, the Black Stars’ World Cup campaign brought a brief period of strong business. But with the tournament now over for Ghana, many are left balancing the need to attract buyers against the reality of protecting their investments.
