Liverpool have secured a major new commercial agreement with Turkish Airlines, with the airline set to become the club’s principal shirt sponsor from the 2027-28 campaign.
The five-year partnership is expected to bring in more than £300 million overall, translating to an annual value of over £60 million. Turkish Airlines will take the prominent position on the front of Liverpool’s men’s, women’s and academy playing shirts.
Turkish Airlines Set to Replace Long-Term Partner
The agreement brings an end to Standard Chartered’s long-standing position as Liverpool’s principal partner. The financial institution has featured on the club’s shirts since 2010, with its current arrangement reportedly worth approximately £50 million per season.
Standard Chartered will not completely sever its ties with Liverpool, however. From the 2027-28 season, it is expected to continue its association with the club as a global partner rather than occupying the leading position on the shirts.
Liverpool regard the Turkish Airlines agreement as the biggest shirt sponsorship deal ever secured by a Premier League club. Manchester United, though, have also stated that their partnership with Snapdragon carries an annual value exceeding £60 million.
Regardless of which deal ultimately ranks higher, Liverpool’s agreement highlights the club’s considerable commercial strength. That appeal is reflected in their financial results, with the club recording a record £703 million in revenue for the financial year ending 31 May 2025.
Liverpool’s Commercial Value Continues to Rise
The sponsorship announcement comes at a significant moment for Liverpool and its ownership group, Fenway Sports Group.
FSG is also on course to receive £2 billion through the proposed sale of a 38% stake in the club to 1892 Holdings. The consortium is led by Amit Bhatia and includes Amazon founder Jeff Bezos and Facebook co-founder Eduardo Saverin.
Liverpool chief commercial officer Ben Latty described the Turkish Airlines agreement as an important moment in the club’s commercial development.
“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.
He also highlighted the importance of the front of Liverpool’s shirt, noting its place in the club’s history. Latty pointed to Turkish Airlines’ global profile and extensive international network as key reasons for the partnership, while also referring to the strong connection created by memories from Istanbul in 2005.
More Sponsorship Decisions Ahead
Liverpool’s commercial changes are not expected to stop with the main shirt sponsor.
Standard Chartered previously held an exclusive opportunity to extend its principal partnership, but that window expired last year. The club’s sleeve sponsorship arrangement with Expedia is also approaching a decision point.
Expedia currently pays Liverpool between £9 million and £12 million per season for its sleeve presence, meaning another significant commercial agreement could be on the horizon as the club prepares for the 2027-28 season.
