Key facts
- Liverpool has signed a record £300 million deal with Turkish Airlines.
- Turkish Airlines will become Liverpool's main club partner starting June 2027.
- The five-year agreement is worth £60 million per season.
- This deal is reported as the largest front-of-shirt sponsorship in Premier League history.
- Standard Chartered, the previous sponsor since 2010, will remain a global partner.
Liverpool Football Club has announced a landmark sponsorship deal with Turkish Airlines, which will see the airline replace Standard Chartered as the main front-of-shirt partner beginning in the 2027 season. The agreement, reportedly the largest front-of-shirt deal in Premier League history, is valued at £300 million over five years, equating to £60 million per season.
Turkish Airlines, already a sponsor of the UEFA Champions League, will feature on Liverpool's iconic red jerseys from the 2027-28 campaign. Standard Chartered, which has sponsored the club since 2010, will transition to a global partner role. The deal's valuation aligns with industry expectations, with The Sponsor's FMV Index placing Liverpool's front-of-shirt sponsorship at £61 million.
Ben Latty, Liverpool's Chief Commercial Officer, hailed the announcement as a milestone, emphasizing the global recognition of Turkish Airlines and the historical significance of the shirt sponsorship, referencing the club's 2005 Champions League victory in Istanbul. Liverpool will join other football entities sponsored by the airline, including Galatasaray and Trabzonspor, as well as the EuroLeague basketball competition.