Liverpool announces record Turkish Airlines shirt deal

Liverpool Football Club has announced a record-breaking sponsorship deal with Turkish Airlines, which will see the airline become the club's main front-of-shirt partner starting from the 2027-28 season. The agreement, reportedly worth over £300 million across five years, marks the end of a 17-year association with current sponsor Standard Chartered. The new partnership, confirmed on Tuesday, September 8, 2026, will place Turkish Airlines' branding on the front of Liverpool's men's, women's, and academy team match shirts. The deal is understood to be valued at more than £60 million per season, surpassing the estimated £50 million per season from Standard Chartered and is being hailed as one of the most lucrative front-of-shirt deals in Premier League history. Standard Chartered, which has sponsored Liverpool's shirts since 2010, will transition to a global partnership role from the 2027-28 season onwards. The current agreement with the financial services company expires at the end of the 2026-27 campaign. Liverpool's Chief Commercial Officer, Ben Latty, described the announcement as a "milestone" and expressed delight in welcoming Turkish Airlines.