Liverpool have announced a major new partnership with Turkish Airlines, agreeing a five-year front-of-shirt sponsorship worth more than £300 million.
From the start of the 2027/28 season, Turkish Airlines will become Liverpool’s main club partner, replacing Standard Chartered on the front of the men’s, women’s and academy match shirts. The agreement is reportedly worth more than £60 million per year and could represent the most lucrative shirt sponsorship in Premier League history.
The deal marks a significant commercial milestone for Liverpool and brings an end to one of the longest-running front-of-shirt partnerships in English football.
Turkish Airlines to Replace Standard Chartered
Standard Chartered has appeared on Liverpool shirts since 2010 and will have spent 17 years as the club’s main partner by the time the new agreement begins.
Its current deal is understood to be worth approximately £50 million per season, meaning the Turkish Airlines agreement represents a significant increase in the value of Liverpool’s most prominent sponsorship asset.
However, Standard Chartered will not disappear from Liverpool’s commercial portfolio. From 2027/28, the company will transition into a global partner of the club, maintaining a relationship that has become closely associated with Liverpool during one of the most successful periods in its modern history.
For Liverpool, the transition allows the club to significantly increase the value of its front-of-shirt rights while retaining an established global partner in another capacity.
Potentially the Premier League's Most Valuable Shirt Deal
Liverpool believe the new agreement could be the most lucrative front-of-shirt sponsorship in Premier League history.
At more than £60 million annually, Turkish Airlines enters the highest tier of Premier League shirt sponsorship. Manchester United has previously stated that its agreement with Snapdragon is also worth more than £60 million per season, making an exact comparison difficult.
Regardless of which agreement ultimately ranks first, the value of Liverpool’s deal demonstrates how the commercial ceiling for elite Premier League clubs continues to rise.
Over five seasons, Turkish Airlines will contribute more than £300 million, providing Liverpool with a substantial long-term revenue stream from a single sponsorship asset.
Liverpool's Commercial Value Continues to Grow
The agreement comes during a period of considerable commercial strength for Liverpool.
The club reported record revenues of £703 million for the financial year ending 31 May 2025, highlighting the scale of the business Liverpool has built around its sporting and global brand.
Its enormous international supporter base, consistent presence in elite European football and worldwide recognition make Liverpool one of the most attractive sponsorship properties in the sport.
The Turkish Airlines agreement further strengthens that position and provides another indication of the premium global brands are prepared to pay for access to the audiences generated by the Premier League’s biggest clubs.
For Liverpool, increasing the value of commercial partnerships is particularly important as clubs continue to search for revenue growth beyond traditional broadcasting and matchday income.
Turkish Airlines Adds Another Major Football Property
For Turkish Airlines, the partnership provides one of the most visible platforms available in global football.
The airline operates one of the world's largest international flight networks and has used sports sponsorship extensively to build its global brand. Becoming Liverpool's main club partner provides continuous international exposure across the Premier League, European competition and the club's global media channels.
There is also an existing connection between the two brands through Istanbul.
Liverpool Chief Commercial Officer Ben Latty referenced the club's famous 2005 UEFA Champions League triumph in the Turkish city when announcing the partnership, describing it as part of the foundations for the new relationship.
“The front of the Liverpool shirt holds a special place in the history of our club,” Latty said. “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.”
Front-of-Shirt Rights Remain Premium Commercial Assets
The agreement also demonstrates the continuing value of front-of-shirt sponsorship despite the growing number of commercial assets available to football clubs.
Elite clubs increasingly generate sponsorship revenue through training kits, sleeves, stadium assets, digital partnerships and numerous category-specific agreements. Yet the front of the match shirt remains one of the most recognisable and globally distributed assets in football.
Every Premier League match, European fixture, social media post and replica shirt can generate exposure for the main sponsor.
For companies with global ambitions, that combination of visibility and association with a major football institution can justify substantial investments.
Liverpool securing more than £60 million per year shows how valuable these rights remain when attached to one of the world's most recognisable football brands.
A New Commercial Era at Liverpool
The Turkish Airlines agreement represents more than a change of logo on Liverpool's shirt.
After 17 years with Standard Chartered, the club is transitioning one of its most visible commercial assets to a new global partner while reportedly increasing its annual value by at least £10 million.
The five-year commitment also provides Liverpool with long-term commercial certainty, while Turkish Airlines gains sustained access to the club's enormous international audience.
With more than £300 million expected across the partnership, the agreement demonstrates both Liverpool's growing commercial strength and the increasing value attached to the Premier League's biggest global brands.
Source: The Guardian
