Key Takeaways:
- Liverpool announced that Turkish Airlines will become their front-of-shirt sponsor from the 2027/28 season
- The five-year agreement is reportedly worth £300 million in total, eclipsing the current £50 million-per-season deal with Standard Chartered
- Standard Chartered will remain as shirt sponsor for 2026/27 before transitioning to a global partner role from 2027/28
Record-Breaking Premier League Sponsorship
Liverpool have revealed that Turkish Airlines will feature on the club’s shirts starting with the 2027/28 season. While the club has not officially disclosed financial specifics, the BBC has reported that the five-year partnership is valued at £300 million in total. This arrangement, delivering more than £60 million per season, marks an increase from the existing £50 million-per-season contract with financial services company Standard Chartered, which has been displayed on Liverpool shirts since 2010.
Liverpool have agree five-year shirt sponsorship deal with Turkish Airlines worth more than £300m, replacing Standard Chartered. #LFC believe this is the most lucrative deal in Premier League history. pic.twitter.com/TU2h996wIT
— Anfield Edition | æ (@AnfieldEdition) September 8, 2026
Unprecedented Front-of-Shirt Deal
This latest deal is thought to set a new Premier League precedent for stand-alone shirt sponsorships. Unlike Arsenal’s agreement with Emirates and Manchester City’s partnership with Etihad Airways – both of which include stadium naming rights – Liverpool’s arrangement involves only the shirt. Liverpool’s stadium retains its historic Anfield name, as opposed to being associated with a sponsor.
| Season | Sponsor | Annual Value | Notes |
|---|---|---|---|
| 2010 – 2027 | Standard Chartered | £50m | Will become global partner after 2026/27 |
| 2027/28 – 2031/32 | Turkish Airlines | £60m+ | Five-year deal, purely shirt sponsorship |
Financial Milestones and Commercial Growth
The announcement further cements Liverpool’s commercial trajectory, following the club’s February report of record revenues surpassing £700 million for the previous financial year. This achievement established Liverpool as the highest-placed Premier League side in the latest Deloitte Football Money League.
Adding to the club’s pioneering history in commercial partnerships, Liverpool were also the first leading English professional club to feature a shirt sponsor, dating back to 1979 when Japanese electronics firm Hitachi’s logo adorned the team kit.
Evolving Partnerships: Standard Chartered and Turkish Airlines
Standard Chartered will conclude its tenure as Liverpool’s shirt sponsor at the end of the 2026/27 season before moving into the role of global partner from 2027/28 onwards. According to club sources, discussions with Turkish Airlines commenced before the recent acquisition, in which 1892 Holdings – led by British-Indian entrepreneur and Liverpool vice-chairman Amit Bhatia – obtained a 38% stake in the club in the previous month.
Chief commercial officer Ben Latty commented that the shirt’s front “holds a special place in the history” of Liverpool, adding that the new partnership is founded on “strong foundations” stemming from the club’s iconic triumph at the Champions League final in Istanbul in 2005.
Turkish Airlines chief executive Ahmet Olmustur shared: “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.”
