Liverpool FC
Liverpool FC
Liverpool will have Turkish Airlines as their front-of-shirt sponsor from the next season, as per latest news. The total deal is of £300m for five years. Their deal with current sponsor, Standard Chartered will end this season. This will heavily boost the Reds’ annual revenue.
Turkish Airlines to sponsor Liverpool from next season
As reported by BBC, Liverpool will have a new shirt sponsor from the next season. Their new primary shirt sponsor will be Turkish Airlines from next campaign**.** The airlines brand will feature on the jersey of the Merseyside club. The deal will tie the football club and the airlines company for 5 years. The Reds will receive £300m over the five years in annual installments.
The Reds have got entitlement to get more than £60m per season. This fee is a definite increase on their current revenue of £50m a season which they get from Standard Chartered. Liverpool are convinced that this agreement with the airlines company is the most expensive front-of-shirt only sponsor deal in history of the Premier League. Arsenal and Manchester City‘s shirt sponsor deals with Emirates and Etihad Airways also include stadium naming rights.
Turkish Airlines will be Liverpool’s third front-of-shirt sponsoring partner in 35 years tenure. Before this, Carlsberg and Standard Chartered were their partners. Standard Chartered has been the club’s primary partner from 2010 and will become their global partner from 2027-28 season. Overall, before this airlines, they had business relations with several companies like Hitachi, Crown Paints, Candy, Carlsberg and Standard Chartered.
Liverpool have good business brains at the hierarchy level
In February, Liverpool had published record breaking revenues generated from their sponsors and other sources. The total amount was £700m in the latest financial year. Moreover, they secured highest rank in Deloitte money football league as a Premier League club. The negotiations with Turkish Airlines were initiated before 1892 Holdings. It is a consortium whose leader is Liverpool’s vice-chairman, Amit Bhatia. He possesses 38% stake at the club which he bought last month.
Ben Latty, who is the Chief commercial officer, said the shirt’s front portion has a special connection with the history of Liverpool. He continued by saying that the bond will have “strong foundations”on which it will be built. It beautifully links the Reds‘ Champions League victory in Turkish city of Istanbul in 2005 against AC Milan.
Turkish Airlines chief executive Ahmet Olmustur said: “This partnership brings together two global brands united by their international reach, commitment to excellence and ability to inspire millions of people around the world.”
Liverpool’s sponsor in comparison to their Premier League rivals
As reported by The Athletic, though Liverpool’s exact numbers in this deal are not disclosed, nevertheless they have pulled a bigger deal than their league rivals. Man United has a relationship with Qualcomm holds a value of almost £60m a year. The Red Devils wear Qualcomm’s subsidiary company, Snapdragon’s name on the shirts. The figures are almost similar to their arch rivals.
Man City and Arsenal‘s partnership with Etihad Airways and Emirates respectively bring high revenue. But they come with stadium naming rights. Chelsea do not have a long term shirt partner yet. They have sorted a deal with Circle Internet group for one year as their sponsor. The gap in the financial status between the big six clubs and the other EPL sides is quite clear. Aston Villa’s joint venture with Visit Rwanda helps them earn £20m every season. Newcastle’s relation with Knox also earns them a similar amount.
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