Liverpool have confirmed a landmark shirt sponsorship agreement with Turkish Airlines, a five-year arrangement reportedly worth more than £60m per season that will bring in upwards of £300m for the Merseyside club. The deal is set to begin at the start of the 2027-28 campaign and will see the airline's branding replace Standard Chartered on the front of Liverpool's men's, women's and academy match shirts.
The agreement draws to a close a 17-year relationship with Standard Chartered, which has served as Liverpool's main shirt partner since 2010 in a deal understood to be worth around £50m a season. Rather than departing the club entirely, Standard Chartered will transition into a global partner role once the Turkish Airlines deal takes effect. Liverpool had a period of exclusivity that allowed Standard Chartered the chance to renew terms, but that window lapsed last year, paving the way for the new agreement.
Before Standard Chartered's tenure, Liverpool's shirt had previously carried the branding of Carlsberg, Candy and Crown Paints, reflecting the escalating commercial value clubs now command from front-of-shirt sponsorship in the modern game.
Liverpool regard this as the most lucrative shirt sponsorship in Premier League history, though the claim is contested. Manchester United maintain that their existing partnership with Snapdragon carries a similar or greater value, also exceeding £60m annually. Regardless of which arrangement ultimately proves more valuable, the scale of Liverpool's new deal reflects the club's growing commercial stature, coming shortly after the announcement of record revenues of £703m for the financial year ending 31 May 2025.
The timing also coincides with major ownership developments at Anfield. Fenway Sports Group, Liverpool's owner, is in the process of selling a 38% stake in the club to 1892 Holdings, a consortium worth £2bn that includes Amit Bhatia, Amazon founder Jeff Bezos and Facebook co-founder Eduardo Saverin.
Other commercial arrangements remain unaffected by the shirt sponsorship shift. Liverpool's existing partnership with Japan Airlines, which runs until May 2027, stays in place, while the club's sleeve sponsorship deal with Expedia, currently valued at between £9m and £12m per season, is due for renewal separately.
Ben Latty, Liverpool's chief commercial officer, described the agreement as a significant moment for the club.