Liverpool Sign Record £300m-Plus Shirt Sponsorship Agreement with Turkish Airlines
Liverpool have agreed a five-year shirt sponsorship deal with Turkish Airlines worth more than £300 million, creating one of the most valuable front-of-shirt partnerships in football. The agreement will begin at the start of the 2027/28 season and is expected to generate over £60 million per year for the club.
The partnership represents a significant commercial step forward for Liverpool and underlines the club’s growing international appeal. Turkish Airlines will become the principal shirt sponsor for Liverpool’s men’s, women’s and academy teams, giving the airline prominent visibility across all major football operations.
The agreement will also bring an end to Standard Chartered’s long-running position as Liverpool’s main shirt partner. The financial institution has appeared on the club’s shirts for 17 years, but its role will change once the new contract begins in June 2027. Standard Chartered is expected to remain connected with Liverpool as a global club partner, moving into a secondary sponsorship position.
Liverpool secure major commercial increase
Liverpool’s new arrangement will reportedly be worth more than £60 million annually. That figure represents a substantial improvement on the club’s current deal with Standard Chartered, valued at approximately £50 million per season.
The increase reflects the strength of Liverpool’s commercial brand, its worldwide fan base and its consistent presence among Europe’s elite clubs. The agreement also demonstrates the growing financial importance of shirt sponsorships, with global companies competing for exposure through the most recognisable teams in international football.
Standard Chartered’s period as Liverpool’s primary shirt sponsor has been one of the longest and most visible commercial relationships in the modern history of the club. Although the company’s exclusive negotiating period ended last year, it will continue working with Liverpool in a different capacity after the Turkish Airlines agreement becomes active.
Liverpool Chief Commercial Officer Ben Latty said the front of the club’s shirt had a particularly important place in its history. He also pointed to the existing connection between Liverpool and Türkiye, referring to the memorable 2005 Champions League final in Istanbul, where Liverpool produced one of the greatest comebacks in European football.
According to Latty, Turkish Airlines brings a powerful international profile and an extensive global network. Liverpool believe the two organisations already have strong foundations for a successful partnership because of the emotional links created by the club’s historic triumph in Istanbul.
Turkish Airlines expands its sports presence
For Turkish Airlines, the Liverpool agreement will be the largest individual commercial partnership in the company’s history. The deal strengthens its position as one of the most prominent brands in international sports sponsorship.
The airline already has a substantial portfolio that includes associations with the UEFA Champions League and EuroLeague basketball. It also maintains official transportation partnerships with several major Turkish football clubs. By adding Liverpool to that list, Turkish Airlines will gain access to one of football’s biggest global audiences.
The sponsorship is likely to support the airline’s broader international marketing strategy. Liverpool’s matches are watched across Europe, Asia, the Middle East, Africa and the Americas, giving Turkish Airlines regular exposure in markets that are important to its passenger network.
Turkish Airlines CEO Ahmet Olmuştur described Liverpool as one of the most respected and recognisable football clubs in the world. He praised the club’s heritage and international following, adding that the airline was proud to become Liverpool’s Main Club Partner.
The company’s branding will appear on one of the most recognisable shirts in sport. For an airline with ambitions to connect more destinations than any other carrier, the partnership provides a marketing platform that extends well beyond the football pitch.
What the agreement means for Liverpool
The new sponsorship income will provide Liverpool with additional financial flexibility. While sponsorship revenue is only one part of the club’s overall business model, an extra annual increase of more than £10 million compared with the current agreement could support investment in several areas.
The club may use the additional funds to strengthen its squad, improve training and performance facilities, expand its women’s football operation, and develop academy programmes. Commercial growth can also help Liverpool remain competitive under financial regulations while continuing to pursue long-term sporting ambitions.
The inclusion of the women’s and academy teams is also significant. It gives Turkish Airlines exposure across every level of Liverpool’s football structure and ensures that the partnership is not limited to the men’s first team. For Liverpool, the arrangement presents an opportunity to promote a broader and more inclusive image of the club.
The deal further confirms that shirt sponsorship has become a central element of football’s international business model. Clubs no longer sell only advertising space; they offer access to global communities, digital audiences, matchday experiences and extensive international media coverage.
A partnership built around Istanbul
The relationship between Liverpool and Türkiye has a particularly strong sporting narrative because of the 2005 Champions League final. Liverpool were trailing AC Milan 3-0 at half-time before scoring three goals in the second half and winning the trophy on penalties.
That match, played in Istanbul, remains one of the defining moments in Liverpool’s history. The city has therefore become part of the club’s modern identity, making Turkish Airlines a natural commercial partner from a branding perspective.
The new agreement will begin two decades after that famous final, allowing both organisations to build their partnership around a shared connection with Istanbul. The historic association could also feature in future promotional campaigns, fan events and international activations.
For Liverpool supporters, the change will mark the beginning of a new era on the club’s shirts. Standard Chartered’s logo has been closely associated with the team since 2010, but Turkish Airlines will now take the most prominent commercial position from the 2027/28 campaign.
The five-year contract gives both parties time to develop a broad relationship rather than focusing solely on logo placement. Potential initiatives could include travel benefits for supporters, international fan events, joint digital content and campaigns designed to connect Liverpool’s global audience with Turkish Airlines’ extensive route network.