Liverpool has officially announced Turkish Airlines as its new front of shirt sponsor from the 2027/28 season in a landmark five-year deal for the club
Liverpool has confirmed its new front of shirt sponsor
Liverpool has confirmed its new front of shirt sponsor(Image: Getty Images)
Liverpool has confirmed that Turkish Airlines will take over from Standard Chartered as its new main club partner from next season - becoming just the sixth different front-of-shirt sponsor in the club's history.
The five-year agreement, worth $405 million (£300 million) marks the first change in the club's principal partner in 17 years, with the deal understood to exceed $80M (£60m) annually. The airline's branding will feature on the front of the men's, women's and Academy match kits from the beginning of the 2027/28 season.
London-headquartered Standard Chartered, who have served as the main shirt sponsor since 2010, will maintain their association with Liverpool by transitioning to a global partner role from next season.
The existing arrangement with Standard Chartered, signed in July 2022, is estimated to be valued at approximately £50m per year, with Liverpool having pursued a deal more comparable to the £60m-per-year contract Manchester United currently hold with Qualcomm Technologies, Inc. , better known as Snapdragon.
Turkish Airlines - which operates flights to more destinations than any other carrier globally and is considered the world's fourth largest airline - have previously established commercial partnerships with clubs including Manchester United, Barcelona and Borussia Dortmund, though none as a front-of-shirt sponsor or principal club partner.
Turkish Airlines will become only the third different front-of-shirt sponsor in the club's 35-year sponsorship history, following in the footsteps of Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010) and Standard Chartered as principal kit partners, reports the Liverpool Echo.
Ben Latty, chief commercial officer at Liverpool FC, commented: "This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027.
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"The front of the Liverpool shirt holds a special place in the history of our club. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built from those special memories back in 2005.
"This announcement also provides an opportunity to recognise the extraordinary contribution Standard Chartered has made to Liverpool FC over the past 17 years. They have been an important part of our journey through an exceptional period in the club's history, and we are delighted that Standard Chartered will remain part of the Liverpool FC family as a global partner from June 2027.
"As we prepare for this transition, we look forward to this new season and welcoming Turkish Airlines as our main club partner from June 2027."
Ahmet Olmustur, Turkish Airlines CEO, said: "Liverpool Football Club is one of the world's most recognised and respected football clubs, with an exceptional heritage and a truly global community of supporters. We are very pleased that Turkish Airlines will become the Club's Main Club Partner and that our name will take its place on one of the most iconic shirts in world sport.
"The agreement also marks an important new chapter in Turkish Airlines' long-standing support for global sport. We believe in the unique power of sport to transcend borders and bring communities together. As we begin this new chapter, we look forward to moving forward together with Liverpool FC and its supporters around the world."
The Reds are pushing to further bolster their commercial operations, boasting more standalone retail outlets than any other club in world sport, while consistently drawing a higher average television audience per season than any other major European side over the past six years.
Liverpool also lead the way amongst Premier League clubs on social media, amassing 1.5 billion engagements last season — a remarkable 34% ahead of their nearest rivals.