Turkish Airlines Signs £300M Deal as Liverpool Sponsor

Turkish Airlines will be Liverpool FC's new front-of-shirt sponsor beginning with the 2027/28 season, as announced by the club on Tuesday. The five-year deal is reported to be worth £300 million ($406 million) in total, translating to over £60 million per season, an increase from the current £50 million-per-season agreement with Standard Chartered, which has sponsored the club since 2010.

This new deal is believed to be the most lucrative front-of-shirt sponsorship in Premier League history. Standard Chartered will continue as the shirt sponsor for the current season before transitioning to a "global partner" role from 2027/28.

Talks with Turkish Airlines commenced prior to the acquisition of a 38 percent stake in Liverpool by 1892 Holdings, led by Amit Bhatia, the club's vice-chairman. Liverpool's Chief Commercial Officer Ben Latty emphasized the significance of the front of the shirt in the club's history, while Turkish Airlines' CEO Ahmet Olmustur noted the partnership's potential to inspire millions globally.