Liverpool Secures Lucrative £300m Shirt Sponsorship Deal with Turkish Airlines

Liverpool have agreed a five-year deal for Turkish Airlines to become their main club partner from June 1, 2027. This marks the first change in the Anfield side’s leading shirt sponsor since 2010, bringing an end to a 17-year run for Standard Chartered.

Announced on Tuesday, media reports indicate the agreement will be worth in excess of 300 million pounds ($405.78m), placing it among the most lucrative partnerships in the Premier League. While precise figures remain unconfirmed, the income is likely to match Manchester United’s shirt sponsorship deal with Qualcomm, signed in August 2024.

Standard Chartered will maintain an affiliation with Liverpool as a Global Partner, according to a club statement, while Turkish Airlines assumes the primary position in Liverpool’s branding. The new agreement expands a growing football sponsorship portfolio for Turkish Airlines, who already serve as an official partner of the Champions League and the main sponsor of Turkiye’s national team.

Liverpool’s chief commercial officer Ben Latty noted the historical significance of the club's shirt branding, highlighting the strong foundations established during memories from the 2005 Champions League final comeback win in Istanbul. This commercial milestone follows Liverpool's announcement in February of record revenues exceeding 700 million pounds ($950m) for the most recent financial year, alongside their status as the highest-placed Premier League club in the Deloitte Football Money League.

Historically, Liverpool were the first major English professional football club to feature a shirt sponsor, displaying the name of Japanese electronics company Hitachi across their strip in 1979.