FC Liverpool secures mega‑deal with new kit sponsor worth millions

Liverpool FC must strengthen its revenue after the departure of Standard Chartered as main sponsor in order to remain competitive in international competition. On Tuesday the club announced that Turkish Airlines will appear as the new shirt sponsor on the chest of the “Reds” from the 2027/28 season and will receive a record‑breaking sum of €350 million over five years.

Record sum and contract length

The five‑year contract provides that Turkish Airlines will pay roughly €70 million per year. Media report that Liverpool will therefore receive more than £300 million (about €350 million) – an amount that far exceeds the previous revenue of around €58 million per season and increases annual income by at least €12 million.

From Standard Chartered to Turkish Airlines

Standard Chartered, which has adorned the front of the shirt since 2010, remains as a global partner but loses the main‑sponsor position. Turkish Airlines therefore becomes only the third main sponsor in 35 years. The logo will appear not only on the shirts of the men’s, women’s and youth teams.

Ben Latty, the club’s responsible official, said: “The chest of the Liverpool shirt holds a special place in our club’s history. Turkish Airlines is a globally recognised company with an extensive international network, and we look forward to starting our partnership and building a strong relationship together.” He also referred to the good connections since 2005, when Liverpool won the Champions League final at the Atatürk Stadium after a 0‑3 deficit against AC Milan.

Florian Wirtz commented: “The Liverpool midfielder will take the field from the upcoming season with a new main sponsor on his chest.” This underscores the importance of the new sponsor for the player generation.

The deal is described by several English media outlets as a record for the Premier League. The Times calls it the most valuable agreement in the league’s history, while the annual revenue of about €58 million is confirmed.

With the new contract Liverpool FC strengthens its financial base, which is intended to secure long‑term competitiveness in domestic and international competitions.