September 8 – Liverpool will change shirt sponsors for the first time in 17 years after agreeing a five-year deal with Turkish Airlines worth more than £300m.
The airline will become Liverpool’s main club partner from 1 June 2027, replacing Standard Chartered on the men’s, women’s and academy shirts from the start of the 2027/28 season.
The Times reports that the deal is worth more than £60m a year and that Liverpool consider it the most valuable shirt deal in Premier League history, although the club have not officially disclosed the value.
Simultaneously, it ends one of Liverpool’s longest commercial relationships in its current form. Standard Chartered have been front and center in the shirt since 2010 and their current deal is understood to be worth around £50m per season.
The bank will remain with the club as a global partner from 2027/28 rather than disappearing altogether.
Turkish Airlines will be only the sixth front shirt sponsor in Liverpool’s history and the third in the last 35 years. Carlsberg held the position from 1992 to 2010 before Standard Chartered took over.
Liverpool Chief Commercial Officer Ben Latty said: “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, with already solid foundations built on those special memories in 2005.”
The club won their fifth European Cup in the Turkish city of Istanbul in 2005, completing one of the most famous comebacks in Champions League history.
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 partner and that our name will take its place on one of the most iconic shirts in world sport.”
The deal also continues a strong run of business deals at Anfield. Liverpool returned to adidas as their kit supplier last season, while the new Turkish Airlines deal will add another reported boost to one of the club’s most valuable sponsorship assets.
The club say they now have more than 227 million followers on social media and sold an average of one shirt every 20 seconds last season, making the shirt front position even more valuable.
Contact the writer of this story, Harry Ewing, at (email protected)