Liverpool have agreed a five-year sponsorship deal with Turkish Airlines worth more than £300million, with the airline set to become the club’s new principal partner and front-of-shirt sponsor from next season.The agreement, which is reported to be worth in excess of £60million a year, will bring an end to Liverpool’s 17-year relationship with Standard Chartered and see Turkish Airlines branding appear on the shirts of the men’s, women’s and academy teams from June 1, 2027.Liverpool believe the deal ranks among the most lucrative front-of-shirt agreements in Premier League history, with reports suggesting its value is comparable to major deals struck by Manchester United and Manchester City.The exact financial terms have not been disclosed by Liverpool, but media reports have valued the five-year package at more than £300million ($405.78million).
Turkish Airlines replaces Standard Chartered after 17 years
The partnership marks a significant change to Liverpool’s commercial identity, with Standard Chartered’s 17-year run as the club’s lead shirt sponsor coming to an end.However, Standard Chartered will not be leaving Liverpool altogether. The financial services company will remain involved as a Global Partner, while Turkish Airlines takes over the primary position in the club’s commercial branding.The new agreement will also make Turkish Airlines only the third new front-of-shirt sponsor Liverpool have had in 35 years.Carlsberg occupied the front of Liverpool’s shirts from 1992 until 2010, before Standard Chartered began its 17-year association with the club.Liverpool’s most recent deal with Standard Chartered was understood to be worth around £50million per year, meaning the reported Turkish Airlines agreement represents a substantial increase.
Liverpool’s Virgil van Dijk reacts during the English Premier League soccer match between Ipswich Town and Liverpool in Ipswich, England, Friday, Sept. 4, 2026. (AP Photo/Dave Shopland)
Liverpool chief commercial officer Ben Latty welcomed the new partnership and highlighted the connection between the club and Turkey.“This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027,” Latty said.“The front of the Liverpool shirt holds a special place in the history of our club. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built from those special memories back in 2005.”Latty’s reference was to one of the most famous nights in Liverpool’s history — the 2005 Champions League final in Istanbul, when Rafael Benitez’s side famously came from 3-0 down against AC Milan before winning on penalties in what became known as the ‘Miracle of Istanbul’.The new arrangement also expands Turkish Airlines’ already significant presence in football. The airline is an official Champions League partner and the main sponsor of Turkey’s national team.Turkish Airlines flies to more airports around the world than any of its competitors and is expected to make a major financial investment in its partnership with Liverpool.
Liverpool’s global reach behind record commercial deal
The agreement comes as Liverpool continue to emphasise the enormous global reach of their brand.The club believes that one Liverpool shirt is sold somewhere in the world every 20 seconds, while it also claims to have more standalone retail stores than any other football club.Liverpool recently expanded that retail network by opening a new store on Oxford Street in London.That international footprint is particularly relevant to a partnership with Turkish Airlines, whose own network spans a huge number of destinations around the world.The five-year agreement will therefore place Turkish Airlines prominently across Liverpool’s men’s, women’s and academy teams, beginning with the 2027-28 season.For Liverpool, it represents a major commercial upgrade while ending one of the longest-running shirt sponsorship relationships in the Premier League.For Turkish Airlines, meanwhile, the deal provides a prominent association with one of the world’s most recognisable football clubs and builds on its existing involvement with the Champions League and Turkish national team.The partnership will formally begin on June 1, 2027, when Turkish Airlines takes over the principal position from Standard Chartered.
Leave a Reply