Liverpool confirms record shirt sponsorship deal with Turkish Airlines
Liverpool has secured a monumental shirt sponsorship agreement with Turkish Airlines, potentially marking the richest front-of-shirt contract in Premier League history, reports BritPanorama.
The five-year contract is set to begin at the start of the 2027/28 season, bringing in over £60 million per annum, resulting in a total package exceeding £300 million. This deal represents a significant enhancement from the current agreement, believed to be worth approximately £50 million annually, with Turkish Airlines providing at least a £10 million increase each season.
Turkish Airlines will replace Standard Chartered, which has sponsored Liverpool’s shirts since 2010. The airline’s branding will feature prominently across the men’s, women’s, and academy kits. This transition is noteworthy as it marks only the third principal sponsor change in 35 years, following Carlsberg’s long sponsorship from 1992 to 2010.
Standard Chartered’s partnership with Liverpool has spanned 17 years, a period during which the financial institution established itself as one of the longest-standing sponsors in English football. Despite the shift, the bank will not fully sever ties, transitioning into a global partner role as Turkish Airlines takes on the primary sponsorship from June 2027.
Ben Latty, Liverpool’s chief commercial officer, highlighted the significance of the agreement, stating, “This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027.” The connection stems in part from Liverpool’s storied European history, particularly their dramatic Champions League victory in Istanbul in 2005, often referred to as the “Miracle of Istanbul.”
While Liverpool embraces this lucrative sponsorship, they are also set to renegotiate their sleeve deal with Expedia, currently valued between £9 million and £12 million per season. Liverpool’s commercial strategy underlines its remarkable revenue growth, evidenced by record revenues of £703 million for the financial year ending 31 May 2025.
This development occurs during a pivotal phase for the club, as Fenway Sports Group prepares for a substantial £2 billion sale of a 38% stake to 1892 Holdings, involving key figures such as Amazon founder Jeff Bezos and Facebook co-founder Eduardo Saverin.
Liverpool asserts that their Turkish Airlines deal is the most valuable shirt sponsorship in Premier League history, although Manchester United contests this, claiming their agreement with Snapdragon rivals it in value.
As Liverpool navigates this transformative period, the echoes of their famous European nights continue to resonate, adding another layer to their ever-evolving identity in the world of football.
