Liverpool Football Club has announced a significant new main sponsorship deal with Turkish Airlines, set to commence at the start of the 2027-2028 season. This agreement is reported to be one of the most lucrative front-of-shirt sponsorships in Premier League history, with an estimated value exceeding £60 million per year and a total value of £300 million over its duration.
The partnership will see Turkish Airlines' branding featured on the kits of Liverpool's men's, women's, and academy teams, replacing Standard Chartered, which has been the club's main sponsor for 17 years. The deal signifies a substantial financial upgrade from Liverpool's previous agreement with the banking group, which was understood to be worth around £50 million annually.
This new arrangement positions Liverpool's sponsorship income among the top tier of Premier League clubs, comparable to deals held by rivals such as Manchester United and Manchester City. The club's commercial director, Ben Latty, described the announcement as a "milestone" and expressed excitement about partnering with a "globally recognised organisation with an extensive international network."
Turkish Airlines is noted for its extensive global flight network, serving more destinations worldwide than any of its competitors. The club also highlighted a historical connection to Turkey, recalling Liverpool's dramatic Champions League final victory against AC Milan in Istanbul in 2005.
Standard Chartered will continue its relationship with Liverpool as a global partner, even after the conclusion of its principal sponsorship. The new deal with Turkish Airlines marks only the third time Liverpool's front-of-shirt sponsor has changed in 35 years, following a long-standing association with Carlsberg from 1992 to 2010.