Liverpool Football Club has officially announced a five-year shirt sponsorship agreement with Turkish Airlines, marking the first change to the club’s primary jersey branding since 2010. The deal is set to commence on June 1, 2027, ending a 17-year partnership with Standard Chartered.
According to media reports, the agreement is valued at over £300 million, equivalent to approximately $405.78 million. This figure would rank it among the most lucrative shirt sponsorship deals in the Premier League, likely matching the income generated from Manchester United’s sponsorship with Qualcomm, signed in August 2024.
While Standard Chartered will no longer hold the front-of-shirt position, the bank will maintain a relationship with the club as a Global Partner. Turkish Airlines will assume the primary branding role on Liverpool’s kit.
Liverpool’s chief commercial officer, Ben Latty, emphasized the historical significance of the jersey sponsorship. “The front of the Liverpool shirt holds a special place in the history of our club,” Latty said. He highlighted Turkish Airlines as a globally recognized organization with an extensive international network, expressing optimism about building a strong relationship rooted in the club’s memories of the 2005 Champions League final comeback in Istanbul.
The sponsorship adds to Turkish Airlines’ growing portfolio in football. The airline is an official partner of the UEFA Champions League and serves as the main sponsor of Turkiye’s national team.
Financially, the deal aligns with Liverpool’s recent success. In February, the club reported record revenues exceeding £700 million ($950 million) for the most recent financial year, making them the highest-placed Premier League club in the Deloitte Football Money League.
Historically, Liverpool was the first major English professional football club to feature a shirt sponsor, when Japanese electronics company Hitachi placed its name on the club’s strip in 1979.
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