Liverpool Football Club has entered into one of the most lucrative shirt sponsorship deals in Premier League history, agreeing to a multi-year partnership with Turkish Airlines that will begin in June 2027. The agreement is reportedly worth in excess of £60 million per year, bringing an end to the club's 17-year association with Standard Chartered.
The new deal will see Turkish Airlines' branding featured on the kits of Liverpool's men's, women's, and academy teams. Club officials believe this agreement places them among the top-tier sponsorship deals in the Premier League, comparable to those of Manchester United and Manchester City.
"This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027," said Ben Latty, Liverpool's Chief Commercial Officer. "The front of the Liverpool shirt holds a special place in the history of our club. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built from those special memories back in 2005."
The previous deal with Standard Chartered was understood to be worth around £50 million annually. This new partnership highlights Liverpool's significant commercial appeal, with the club noting that a shirt is sold approximately every 20 seconds worldwide. Liverpool has also recently expanded its retail presence, opening a new store on London's Oxford Street.
Standard Chartered will continue its relationship with the club as a global partner. This marks only the third main shirt sponsor for Liverpool in 35 years, following Carlsberg, which sponsored the kits from 1992 to 2010.