Liverpool have secured a major boost to their commercial operations after agreeing a new front-of-shirt sponsorship deal with Turkish Airlines, believed to be the most lucrative in Premier League history.
The five-year agreement will generate more than £300 million for the club.
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The deal begins on June 1, 2027, with Turkish Airlines replacing Standard Chartered as Liverpool’s main club partner.
The airline’s branding will appear on the front of the men’s, women’s and Academy shirts from the start of the 2027-28 season.
Worth more than £60 million per season, the agreement brings an end to Standard Chartered’s 17-year run as Liverpool’s main partner, though the bank will remain involved as a global partner from 2027.
Liverpool believe the deal is among the most valuable front-of-shirt sponsorship in English top-flight history, though Manchester United have claimed their arrangement with Snapdragon is also worth upwards of £60 million a year.
“This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027,” said Liverpool’s chief commercial officer, Ben Latty.
“The front of the Liverpool shirt holds a special place in the history of our club.”
The move underlines Liverpool’s growing commercial muscle, reflected in financial results that saw the club report record revenue of £703 million for the financial year ending May 31, 2025.
The front-of-shirt switch isn’t the only sponsorship decision facing Liverpool in 2027.
The club’s sleeve sponsorship agreement with Expedia, currently worth between £9 million and £12 million per season, is also up for renewal.
Expedia has been Liverpool’s official shirt sleeve sponsor since 2020, when it replaced Western Union on the men’s and women’s teams.
The partnership was extended in March 2023 for a further four years, meaning the current arrangement runs through the end of the 2026-27 season, putting the sleeve position on the agenda alongside the change of main shirt sponsor.
Latty has previously confirmed the club is in talks with both existing sponsors and potential new partners, saying discussions with Expedia were ongoing while noting the travel company had undergone a significant leadership change since first signing during the Covid years.
Expedia’s role has extended beyond branding: when the deal was extended in 2023, Liverpool highlighted the company’s part in helping fans arrange match travel, while it has also provided free supporter transport for Liverpool Women’s away fixtures.
That leaves Liverpool with a further commercial call to make before the current Expedia deal expires – either extending the relationship or finding a new partner for one of the most visible positions on the shirt.
For now, though, Liverpool have secured the future of their most prominent sponsorship asset.
Turkish Airlines takes over from Standard Chartered from June 2027, while the sleeve partnership with Expedia remains a separate agreement edging toward its own renewal point.
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