Liverpool announce five-year shirt sponsorship deal with Turkish Airlines

What the report says

Liverpool have agreed a five-year partnership with Turkish Airlines that will make the airline the club’s main front-of-shirt sponsor from June 1, 2027, according to Al Jazeera, citing a club announcement and media reports. The deal ends Standard Chartered’s run as Liverpool’s primary shirt sponsor, which began in 2010, though the bank will continue as a Global Partner.

Al Jazeera reported that the agreement is expected to be worth more than 300 million pounds, or about $405.78 million, placing it among the most valuable sponsorships in the Premier League. The exact financial terms were not confirmed in the article. The report also said the figure could be similar to Manchester United’s shirt sponsorship deal with Qualcomm, signed in 2024.

Liverpool’s chief commercial officer, Ben Latty, said the club sees the front of the shirt as an important part of its history and pointed to Turkish Airlines’ international reach. He also referenced the clubs’ shared connection to Liverpool’s famous 2005 Champions League final comeback in Istanbul. Turkish Airlines already has a wider football sponsorship portfolio, including partnership status with the Champions League and sponsorship of Turkiye’s national team.

The agreement comes after Liverpool reported record revenues in February, underscoring the club’s strong commercial position. More broadly, the deal reflects how elite football clubs continue to rely on major corporate partnerships as a key source of income.