Turkish Airlines' £60m-a-year deal makes Liverpool's shirt sponsorship richest

Liverpool have sealed a five‑year shirt‑sponsorship agreement with Turkish Airlines, worth in excess of £60 million a year, which will commence at the start of the 2027‑28 season and replace Standard Chartered on the front of the men’s, women’s and academy kits.

Financial incentive for Liverpool

Liverpool’s board said the partnership offers the most lucrative shirt‑sponsorship deal ever seen in the Premier League. The agreement will bring a steady stream of income that dwarfs the club’s previous arrangements. By aligning with a global carrier, the club also expands its commercial footprint beyond Europe.

The five‑year contract is reported at between £300m and €350m in total value, making it a potential Premier League record. Revenue will be spread over the term, providing more than £60m each season.

Commercial director Ben Latty called the agreement a milestone, saying, “The front of the Liverpool shirt has a special place in the history of our club.”

Standard Chartered, Liverpool’s main club partner since 2010, will remain a global partner after the current deal ends. Their existing agreement is reported at between £50m and €60m per season.

What the partnership means

The influx of cash strengthens Liverpool’s ability to invest in the squad and infrastructure while securing a long‑term commercial anchor. It also reinforces the club’s status as a magnet for world‑class sponsors.

For Turkish Airlines, the visibility of the Liverpool badge on men’s, women’s and academy kits offers exposure to millions of fans worldwide. The deal follows previous collaborations with Manchester United and FC Barcelona, underlining the carrier’s ambition to be linked with elite football brands.

De deal marks only the third shirt‑sponsor change for Liverpool in 35 years, highlighting the rarity of such a commercial shift.