Liverpool lands £300m Turkish Airlines shirt deal as commercial value climbs

Liverpool have agreed a five-year front-of-shirt sponsorship with Turkish Airlines worth more than £300m, with the airline set to replace Standard Chartered as the club’s main shirt partner from the start of the 2027-28 season.The agreement is worth in excess of £60m per year, representing an increase on Standard Chartered’s current deal, which is understood to be worth around £50m annually.Liverpool chief commercial officer Ben Latty said: “This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027.”“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.”The agreement will cover Liverpool’s men’s, women’s and academy shirts, giving Turkish Airlines access to the club’s most prominent commercial asset across the wider football operation.Liverpool believe the deal is the most valuable front-of-shirt-only sponsorship in Premier League history, with rival airline agreements involving Arsenal and Manchester City also incorporating stadium naming rights.That distinction matters commercially because it suggests Liverpool are extracting more value from standalone shirt inventory without bundling in venue rights.Standard Chartered, which has been Liverpool’s main partner since 2010, will remain on the shirt for the 2026-27 season before transitioning to a global partnership from 2027-28.The structure allows Liverpool to retain a long-standing corporate relationship while creating additional value from the front-of-shirt category.Turkish Airlines chief executive Ahmet Olmustur said: “This partnership brings together two global brands united by their international reach, commitment to excellence and ability to inspire millions of people around the world.”The deal comes after Liverpool reported record revenue of more than £700m for their most recent financial year, underlining the club’s growing commercial scale.It also follows the recent sale of a substantial minority stake in the club to 1892 Holdings, a consortium led by vice-chairman Amit Bhatia.Turkish Airlines will become only the third different front-of-shirt partner at Liverpool in 35 years, following Carlsberg and Standard Chartered.The new agreement therefore combines a step-up in sponsorship value with long-term certainty over one of Liverpool’s most valuable commercial assets until 2032.