Liverpool have agreed a landmark £300m front-of-shirt sponsorship deal with Turkish Airlines, replacing Standard Chartered from the 2027 season onwards.
The five-year agreement will see Turkish Airlines pay £60m per season, making it the largest front-of-shirt deal in Premier League history by annual value.
Turkish Airlines is already a prominent name in football, serving as an official sponsor of the UEFA Champions League and partnering with several major clubs globally.
The deal places Liverpool ahead of many rivals in commercial terms, though Arsenal’s £70m-per-year arrangement with fellow airline Emirates also includes naming rights to their north London stadium.
Standard Chartered, which has held shirt sponsorship rights since 2010, will not disappear from Anfield entirely, continuing as a global partner of the club.
Turkish Airlines operates its global hub from Istanbul, a city that carries enormous significance for Liverpool supporters following the club’s extraordinary 2005 Champions League final victory there.
Ben Latty, Liverpool’s chief commercial officer, described the agreement as a historic moment for the club, saying: “This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027.”
Latty added: “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.”
Liverpool will join the Turkish Football Federation, Galatasaray, Trabzonspor, and Istanbul Basaksehir among the organisations sponsored by the airline, which also serves as title sponsor of basketball’s EuroLeague.
The deal arrives during a period of significant commercial reshuffling across the Premier League, with AIA also stepping back from Tottenham Hotspur’s front-of-shirt position to their training kit next summer.
Prior to Standard Chartered’s arrival in 2010, Liverpool had maintained a near two-decade shirt sponsorship relationship with Carlsberg, underlining the longevity the club tends to seek in its commercial partnerships.
Sean Connell, editor of trade publication The Sponsor, said the valuation aligns closely with industry modelling, noting that “The Sponsor’s FMV Index valued Liverpool’s front-of-shirt sponsorship at £61m.”
Connell added: “The speed at which Liverpool’s commercial team has secured a replacement for Standard Chartered shows that when sponsorship assets are priced correctly, the market responds. When sponsorship assets are priced above their fair market value, they can stay vacant for months, even years.”
The swift conclusion of negotiations signals strong appetite among global brands for association with one of football’s most recognised and commercially powerful clubs.