Liverpool seal one of Premier League’s richest shirt deals as Turkish Airlines agree £60million-a-year partnership

Liverpool have struck a landmark commercial agreement with Turkish Airlines that will see the airline become the club’s main shirt sponsor from June 2027 in a deal understood to be worth £300million over its duration. The arrangement is expected to deliver more than £60million per season and ranks among the most valuable front-of-shirt sponsorships in Premier League history, placing the Reds in the same financial bracket as Manchester United and Manchester City.

The move brings to an end a 17-year association with Standard Chartered, whose branding has appeared on Liverpool kits across the men’s, women’s and academy teams. From the start of the 2027-28 campaign the Turkish Airlines name and logo will take that prominent position. Standard Chartered will not disappear entirely, remaining involved as a global partner, but the principal shirt sponsorship will change hands for only the third time in 35 years. Carlsberg occupied the front of the shirt between 1992 and 2010 before Standard Chartered took over.

Turkish Airlines is the world’s largest airline by number of destinations and has committed to investing significantly in the relationship. The partnership carries an emotional resonance for Liverpool supporters because of the club’s unforgettable 2005 Champions League triumph in Istanbul. On that night the Reds recovered from a 3-0 half-time deficit against AC Milan to win on penalties in a match that has ever since been known as the Miracle of Istanbul. Club officials have pointed to those shared memories as an early foundation for the new commercial relationship.

Ben Latty, Liverpool’s chief commercial officer, described the announcement as a milestone. “We are delighted to welcome Turkish Airlines as our main club partner from June 2027,” he said. “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 new deal represents a clear uplift on the previous arrangement. Standard Chartered’s most recent contract was believed to be worth around £50million a year, meaning the Turkish Airlines agreement delivers a substantial increase in annual revenue. In an era when elite clubs continually seek to maximise commercial income to remain competitive on the pitch, the upgrade is viewed internally as an important step.

Liverpool’s commercial operation has grown steadily in recent years. The club claims that one of its shirts is sold every 20 seconds somewhere in the world and that it operates more standalone retail stores than any other football club. A new flagship store on London’s Oxford Street has recently opened, underlining the global reach of the Liverpool brand and the continuing demand for official merchandise. The arrival of a high-profile international partner such as Turkish Airlines is expected to reinforce that presence, particularly in markets where the airline already has a strong footprint.

For Turkish Airlines the association offers prominent visibility on one of world football’s most watched teams. Premier League matches are broadcast to a vast international audience, and the front of the Liverpool shirt remains one of the most valuable pieces of advertising real estate in the sport. The airline’s extensive route network aligns with Liverpool’s ambition to deepen its connections with supporters across multiple continents.

The timing of the switch also reflects the careful long-term planning that now characterises major football sponsorships. By securing the agreement well in advance of the 2027 start date, both parties have time to prepare branding transitions, joint marketing campaigns and activation plans. The men’s first-team kit will be the most visible element, yet the deal also covers the women’s team and the academy, ensuring consistent branding across the club’s various sides.

Supporters will notice the change most directly when the new kits are released. After nearly two decades of Standard Chartered lettering, the appearance of Turkish Airlines on the famous red shirt will mark a fresh chapter. Club historians note that major sponsor changes are rare; the relative stability of Liverpool’s shirt partnerships over the past three and a half decades stands in contrast to the more frequent turnover seen at some other clubs.

Beyond the financial figures, the agreement highlights the continuing commercial strength of the Premier League’s leading sides. While on-pitch performance remains the ultimate measure of success, the ability to attract global brands at record values provides the resources necessary to compete at the highest level. Liverpool’s negotiators will regard the Turkish Airlines deal as validation of the club’s pulling power and of the work done to expand its international retail and digital presence.

As the current Standard Chartered era enters its final seasons, attention will gradually shift toward the new partnership. Joint initiatives, travel-related promotions and community projects are likely to form part of the collaboration once it becomes active. For now the focus remains on the scale of the commitment and the historical echoes of Istanbul that both organisations have been keen to acknowledge.

In pure commercial terms the numbers are striking. A £60million-plus annual guarantee over multiple years elevates Liverpool’s shirt sponsorship into the uppermost tier of Premier League deals. Combined with existing partnerships and the club’s robust merchandising operation, the revenue stream will help underwrite future ambitions on and off the pitch. The fact that Standard Chartered continues in a supporting global role also ensures continuity with a partner that has been closely associated with the club for almost two decades.

The announcement closes one long chapter and opens another. From June 2027 the Liverpool shirt will carry a new name, backed by one of the world’s most extensive airline networks and linked by history to one of the club’s greatest European nights. For a club that sells shirts at a rate of one every 20 seconds and continues to expand its physical retail footprint, the partnership is intended to convert global recognition into sustained commercial growth. Whether measured by the size of the contract, the rarity of the sponsor change or the emotional connection to 2005, the Turkish Airlines agreement stands as one of the most significant commercial developments in Liverpool’s recent history.