Liverpool have reached a major commercial agreement with Turkish Airlines that will see the global carrier become the club’s principal shirt sponsor from June 2027.
The five-year partnership is understood to be worth more than £60 million per season, putting its total value at around £300 million.
Liverpool believe the agreement ranks among the most lucrative front-of-shirt sponsorship deals ever secured by a Premier League club.
The Turkish Airlines logo will appear on the shirts of Liverpool’s men’s, women’s and academy teams when the partnership begins next season.
Standard Chartered era comes to an end
The agreement marks the conclusion of Liverpool’s 17-year association with Standard Chartered, whose branding has featured prominently on the club’s shirts since 2010.
Standard Chartered will not disappear from Liverpool’s commercial portfolio, however, as the financial institution is expected to continue as a global partner after Turkish Airlines takes over as the club’s principal sponsor.
Liverpool’s previous agreement with Standard Chartered was reportedly worth about £50 million annually, meaning the new deal represents a substantial increase in the club’s shirt sponsorship income.
Turkish Airlines brings global reach
Turkish Airlines was selected as Liverpool’s new principal partner partly because of its extensive international presence.
The airline serves more airports around the world than any of its competitors and is expected to bring significant commercial investment to the club.
The partnership also carries a historical connection between the two organisations.
Liverpool’s famous 2005 Champions League triumph took place in Istanbul, where the Reds produced one of European football’s most memorable comebacks against AC Milan.
Trailing 3-0 at half-time, Liverpool fought back to draw 3-3 before winning the final on penalties in what became known as the “Miracle of Istanbul”.
Liverpool highlight Istanbul connection
Liverpool chief commercial officer Ben Latty pointed to those memories when welcoming Turkish Airlines as the club’s new principal partner.
“This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027,” Latty said.
He added that the front of the Liverpool shirt has “a special place in the history of our club”, while describing Turkish Airlines as a globally recognised organisation with an extensive international network.
Latty also referenced the “special memories back in 2005” as the two organisations prepare to begin their new relationship.
Liverpool’s global shirt appeal
The size of the agreement reflects Liverpool’s belief in the worldwide strength of its brand and commercial reach.
The club estimates that one Liverpool shirt is sold somewhere in the world every 20 seconds.
Liverpool also claim to have more standalone retail stores than any other football club, with the recent opening of a new outlet on London’s Oxford Street adding to their retail presence.
The new Turkish Airlines partnership is therefore expected to build on the club’s growing international commercial operation.
Only the third shirt sponsor in 35 years
The change will be only the third alteration to Liverpool’s main shirt sponsor in the past 35 years.
Carlsberg occupied the front of the famous red shirt from 1992 until 2010 before Standard Chartered took over.
Turkish Airlines will now become the latest company to hold one of the most prominent commercial positions in Liverpool’s history.
The partnership will formally begin in June 2027, ushering in a new era for the club’s iconic shirt.
