Turkish Airlines to Appear on Liverpool Shirts
Turkish Airlines will become Liverpool’s main club partner from June 2027, with its branding appearing on the front of the men’s, women’s and Academy match shirts from the beginning of the 2027-28 season.
The agreement represents the first change to Liverpool’s main shirt partner in 17 years.
Deal Worth More Than £300 Million
Liverpool have not officially disclosed the precise financial terms of the agreement. However, media reports put the value of the five-year deal at more than £300 million, or around $405.78 million.
That would make the agreement one of the most lucrative shirt sponsorship deals in Premier League history.
Standard Chartered to Remain With Liverpool
Standard Chartered has been Liverpool’s main partner since 2010 and will remain on the club’s shirts throughout the 2026-27 season.
From the 2027-28 season, the company will transition into a Global Partner role, allowing the relationship to continue after 17 years as the club’s primary shirt sponsor.
Connection to Liverpool’s Istanbul History
Liverpool Chief Commercial Officer Ben Latty highlighted the historical connection between the club and Turkey.
The partnership carries particular resonance because of Liverpool’s famous 2005 Champions League final comeback against AC Milan in Istanbul. The club has described those memories as part of the strong foundations for its relationship with Turkish Airlines.
Turkish Airlines Expands Football Portfolio
Turkish Airlines already has a growing presence in international football. The airline is an official partner of the Champions League and also serves as the main sponsor of the Turkish national team.
The Liverpool agreement will further increase its visibility across global football and connect the airline with one of the sport’s most recognised clubs.
Liverpool’s Commercial Growth
The new sponsorship comes as Liverpool continues to strengthen its commercial position.
The club reported record revenue of more than £700 million for its most recent financial year and was the highest-ranked Premier League club in the Deloitte Football Money League.
The Turkish Airlines agreement is expected to further strengthen Liverpool’s commercial revenues.
A New Chapter in Shirt Sponsorship History
Liverpool became the first major English professional football club to feature a shirt sponsor when Japanese electronics company Hitachi appeared on the team’s shirts in 1979.
The club subsequently had partnerships with Crown Paints, Candy, Carlsberg and Standard Chartered. Turkish Airlines will become the latest major brand to take the prominent front-of-shirt position from the 2027-28 season.
Conclusion
Liverpool’s five-year agreement with Turkish Airlines represents a major commercial milestone for the club. From the 2027-28 season, Turkish Airlines will take the front-of-shirt position across Liverpool’s men’s, women’s and Academy teams, while Standard Chartered will continue its relationship with the club as a Global Partner.
