Liverpool have officially announced a landmark deal for the start of the 2027/28 season
The Liverpool badge
Liverpool have confirmed a financial boost (Image: Getty)
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Liverpool have confirmed a landmark £300 million deal with Turkish Airlines, who will become their new front of shirt sponsors from next season. The company will replace current sponsors Standard Chartered.
The club have released a statement confirming the five-year agreement and it will be the first time in 17 years that the main shirt sponsors have been changed. It's reported by the Liverpool Echo that the agreement is worth more than £60 million per year, with branding appearing on the men's, women's and academy shirts from the start of next season.
Standard Chartered will become a global partner of Liverpool, contining their association with the club. The company are the front of shirt sponsors for the current season and have been since 2010.
The existing Standard Chartered agreement, signed in July 2022, is understood to be worth approximately £50m per year. Liverpool had been seeking a more competitive offer, at least comparable to the £60m-a-year arrangement Manchester United currently hold with Qualcomm Technologies, Inc, more widely known as Snapdragon.
Standard Chartered held an exclusive negotiation window as part of their contract with Liverpool, which elapsed last year, effectively opening the door for talks with Turkish Airlines.
A Liverpool shirt
Liverpool have confirmed a change of sponsor from next season (Image: Getty)
The airline operates flights to more countries than any other airline globally and is considered the fourth largest in the world. It has previously struck commercial arrangements with the likes of Manchester United, Barcelona and Borussia Dortmund, though none as front-of-shirt sponsor or primary club partner.
Turkish Airlines become only Liverpool's third different front of shirt sponsor in 35 years, following Carlsberg (1992-2010) and Standard Chartered as main kit sponsors.
Ben Latty, chief commercial officer, Liverpool FC, 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.
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"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 Merseyside club are keen to further grow their commercial operation, boasting more standalone retail outlets than any other team across world sport, while drawing a higher average television viewership per season than any other major European club over the past six years.
The Reds also reign supreme as the most engaged Premier League side on social media, amassing 1.5billion interactions last season - a remarkable 34 per cent ahead of their nearest rival.