Liverpool Confirm Record-Breaking Turkish Airlines Shirt Sponsorship

Liverpool have officially confirmed that Turkish Airlines will become the club’s new main partner from June 1, 2027, replacing Standard Chartered on the front of the famous red shirt.

The five-year agreement is understood to be worth more than £300million, earning Liverpool in excess of £60million per season. The club believes it represents the most valuable front-of-shirt sponsorship deal in Premier League history.

Turkish Airlines branding will appear on Liverpool’s men’s, women’s and Academy match shirts from the beginning of the 2027–28 season.

The announcement represents the first change to Liverpool’s main club partnership in 17 years. Standard Chartered has occupied the front of the shirt since 2010 and will remain in place throughout the 2026–27 campaign.

Rather than ending its association with Liverpool completely, Standard Chartered will move into a new role as one of the club’s global partners from June 2027.

Its current front-of-shirt agreement has been valued at approximately £50million per season, meaning Liverpool are set to receive an increase of at least £10million annually through the new arrangement.

Liverpool’s Commercial Growth Continues

The value of the deal demonstrates how significantly Liverpool’s commercial operation has grown under Fenway Sports Group.

Liverpool recorded revenue of £703million in their latest published financial accounts. When FSG purchased the club for £300million in 2010, Liverpool’s total annual revenue stood at £184.9million, including commercial income of £62.1million.

The club will now effectively generate close to that entire 2010 commercial figure from a single sponsorship agreement every year.

Liverpool also receive approximately £90million annually from their kit manufacturing partnership with Adidas.

Further commercial income could be generated when the club’s sleeve sponsorship comes up for renewal. Expedia currently appears on the sleeves of Liverpool shirts under an agreement reportedly worth between £9million and £12million per season.

The club’s combined income from its shirt manufacturer, main sponsor and eventual sleeve partner could therefore comfortably exceed £160million annually.

Talks Began Following Standard Chartered Exclusivity Period

Negotiations with Turkish Airlines began after Standard Chartered’s exclusive opportunity to discuss extending its position as Liverpool’s main shirt sponsor expired last year.

The talks were already approaching completion before FSG agreed to sell a 38 per cent stake in Liverpool to 1892 Holdings in July.

That consortium includes Amit Bhatia, Amazon founder Jeff Bezos and Facebook co-founder Eduardo Saverin. The investment remains subject to regulatory approval.

Bhatia has already spoken about the scale of the opportunities available to Liverpool, and this agreement provides further evidence of the club’s ability to generate substantial commercial growth.

Liverpool Highlight Global Reach of New Partner

Liverpool described the agreement as a milestone in the club’s commercial history, bringing together two organisations with significant international profiles.

The Reds have supporters across every continent, while Turkish Airlines operates what it describes as the world’s most extensive international flight network, serving more countries than any other airline from its Istanbul hub.

Liverpool chief commercial officer Ben Latty welcomed the airline to the club and described the front of the Liverpool shirt as holding a special place in its history.

He also paid tribute to Standard Chartered’s contribution during its 17 years as Liverpool’s main partner, stressing that the company would remain part of the club after the transition.

Turkish Airlines CEO Ahmet Olmustur described Liverpool as one of the most recognisable and respected football clubs in the world, highlighting its heritage and enormous international following.

He said the partnership would unite two global organisations with a shared ability to connect and inspire people across different countries and cultures.

Istanbul Connection Adds Symbolism to Agreement

The choice of Turkish Airlines carries obvious historical significance because of Liverpool’s unforgettable association with Istanbul.

Liverpool produced one of football’s greatest comebacks at the city’s Atatürk Olympic Stadium in the 2005 Champions League final.

Rafael Benítez’s team trailed AC Milan 3–0 at half-time before scoring three goals in six extraordinary second-half minutes and eventually winning the European Cup on penalties.

That emotional connection was acknowledged during the announcement, with Liverpool referring to the special memories created in Istanbul in 2005 as an existing foundation for the new partnership.

Only Liverpool’s Sixth Shirt Sponsor

Turkish Airlines will become only the sixth company to occupy the front of Liverpool’s shirt.

Hitachi became the club’s first shirt sponsor in 1979 and was subsequently followed by Crown Paints, Candy, Carlsberg and Standard Chartered.

Liverpool have traditionally favoured lengthy main sponsorship agreements. Carlsberg remained on the shirt from 1992 until 2010 before Standard Chartered began its own 17-year run.

Turkish Airlines will therefore become just the third principal name to appear on Liverpool shirts across a period spanning 35 years.

The club’s existing agreement with Japan Airlines will continue unaffected until that partnership expires in May 2027.

Turkish Airlines will formally become Liverpool’s main club partner the following day, with its branding making its first competitive appearance on the shirts at the beginning of the 2027–28 season.