September 8 – Liverpool will change front-of-shirt sponsor for the first time in 17 years after agreeing a five-year deal with Turkish Airlines worth more than £300 million.
The airline will become Liverpool’s Main Club Partner from June 1, 2027, replacing Standard Chartered on the men’s, women’s and academy shirts from the start of the 2027/28 season.
The Times reports that the agreement is worth more than £60 million a year and is regarded by Liverpool as the most valuable front-of-shirt deal in Premier League history, though the club has not officially disclosed the value.
It simultaneously brings an end to one of Liverpool’s longest commercial relationships in its current form. Standard Chartered has been front and centre of the shirt since 2010 and its present agreement is understood to be worth around £50 million per season.
The bank will stick with the club as a Global Partner from 2027/28 rather than disappearing altogether.
Turkish Airlines will be only the sixth front-of-shirt sponsor in Liverpool’s history and the third in the past 35 years. Carlsberg held the position between 1992 and 2010 before Standard Chartered took over.
Liverpool chief commercial officer Ben Latty said: “This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our Main Club Partner from June 2027.
“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.”
The club won its fifth European Cup in the Turkish city of Istanbul in 2005, completing one of the most famous comebacks in Champions League history.
Ahmet Olmuştur, 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 continues a strong run of commercial deals at Anfield. Liverpool returned to adidas as kit supplier last season, while the new Turkish Airlines contract will add another reported increase to one of the club’s most valuable sponsorship assets.
The club says it now has more than 227 million social media followers and sold an average of one shirt every 20 seconds last season – making the front-of-shirt position even more valuable.
Contact the writer of this story, Harry Ewing, at harry.ewing@insideworldfootball.com