Liverpool will have a new front shirt sponsor next season for the first time in 17 years after the club announced a deal with Turkish Airlines.
The airline’s name and logo will adorn the Reds’ shirts for the next five years, replacing Standard Chartered, whose contract expires at the end of the current campaign.
The Athletic reports that the deal with Turkish Airlines is worth more than £300m (£60m per season) and the club claim it is the most lucrative shirt deal in Premier League history.
Ben Latty, LFC Commercial Director, he told the club’s official website: “This is a landmark announcement for us and we are delighted to welcome Turkish Airlines as the club’s main partner from June 2027.
“The front of the Liverpool shirt holds a special place in our club’s history. Turkish Airlines is a world-renowned organization with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built on those special memories in 2005.
“This announcement also provides an opportunity to recognize the extraordinary contribution that Standard Chartered has made to Liverpool FC over the past 17 years.
“They have been an important part of our journey through an exceptional period in the club’s history, and we are delighted that Standard Chartered will continue to be part of the Liverpool FC family as a global partner from June 2027.
“As we prepare for this transition, we look forward to this new season and welcoming Turkish Airlines as the club’s main partner from June 2027.”
Liverpool rarely change front shirt sponsors
Turkish Airlines will become only the sixth company to have its name on the front of Liverpool shirts since the sponsorship was introduced in the late 1970s, following Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2020) and Standard Chartered (1992-2020).
Ahmet Olmustur, CEO of Turkish Airlines, said: “Liverpool Football Club is one of the most recognized and respected football clubs in the world, with an outstanding heritage and a truly global fan community.
“We are delighted that Turkish Airlines will become the club’s main club partner and that our name will take its place on one of the most iconic shirts in world sport.”