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Liverpool Turkish Airlines Shirt Sponsorship Deal Worth £300m — AI-generated representative image. Liverpool's red shirt is pictured in a press conference setting following the announcement of a new front-of-shirt sponsorshi

Editorial Team

Five-year agreement ends Standard Chartered's 17-year run as Anfield's primary sponsor

Liverpool have agreed a five-year deal for Turkish Airlines to become their main club partner from June 1, 2027, marking the first change in the Anfield club's leading shirt sponsor since 2010 and ending a 17-year run for Standard Chartered.

The agreement, announced on Tuesday, is reported to be worth in excess of 300 million pounds ($405.78 million), which would place it among the most lucrative sponsorship deals in the Premier League.

The partnership represents a significant commercial milestone for Liverpool, one of the most valuable brands in English football. Shirt sponsorship deals are a critical revenue stream for elite clubs, and securing a partner of Turkish Airlines' global scale underlines Liverpool's commercial strength at a time when the club is reporting record financial results.

For Turkish Airlines, the deal deepens its already substantial presence in football, where it sponsors the Champions League and Turkiye's national team.

Key Details of the Agreement

Under the new arrangement, Turkish Airlines will take the primary position in Liverpool's branding from June 1, 2027. Standard Chartered will remain affiliated with the club as a Global Partner, according to a club statement, but will no longer hold the prominent front-of-shirt position it has occupied since 2010.

While the precise financial figures have not been confirmed, media reports indicate the deal is likely to match the income generated by Manchester United's shirt sponsorship agreement with Qualcomm, which was signed in August 2024.

The announcement adds to Turkish Airlines' growing football portfolio, which already includes official partnership status with the Champions League and main sponsorship of Turkiye's national team.

Liverpool's Sponsorship History

Liverpool hold a distinctive place in English football's commercial history as the first major professional club to feature a shirt sponsor, when Japanese electronics company Hitachi displayed its name across the club's strip in 1979.

Standard Chartered assumed the role of leading shirt sponsor in 2010, a relationship that has now spanned 17 years. The bank's transition to a Global Partner role reflects a broader trend in football where former primary sponsors retain commercial ties with clubs while stepping back from front-of-shirt branding.

In February, Liverpool announced record revenues of more than 700 million pounds ($950 million) for the most recent financial year, and the club was the highest-placed Premier League side in the Deloitte Football Money League.

Club Reaction to the Partnership

Liverpool's chief commercial officer Ben Latty highlighted the significance of the front-of-shirt position and the shared history between the club and Turkish Airlines.

"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," Latty said.

The reference to 2005 recalls Liverpool's famous Champions League final comeback victory in Istanbul, a city with deep ties to Turkish Airlines' home country and one that has long resonated with the club's supporters.

What Happens Next

The agreement has been confirmed by the club, with Turkish Airlines set to appear as the primary shirt sponsor from June 1, 2027. Official confirmation of the deal's exact financial value has not yet been released, and additional details regarding the full scope of the partnership are expected to be announced in the coming months.