In a move that reshapes the commercial landscape of English football, Liverpool announced a new front‑of‑shirt partnership with Turkish Airlines. The agreement runs for five seasons, starting with the 2027‑28 campaign, and is reported to generate more than £60 million each year for the club. That figure eclipses the roughly £50 million per season that the Reds have received from Standard Chartered, their main sponsor since 2010.
Why the Turkish Airlines deal matters
The financial boost pushes Liverpool’s annual shirt revenue above the £300 million mark over the life of the contract. In a league where commercial income can tip the balance on transfer budgets and wage structures, the extra cash provides a cushion for future spending. It also signals the club’s growing appeal to global brands outside the traditional UK and US markets.
End of an era with Standard Chartered
Standard Chartered has been Liverpool’s primary partner for 17 seasons, a relationship that helped the club build its modern brand identity. The new deal therefore marks the end of a long‑standing partnership and a shift toward a sponsor with a strong presence in Europe, the Middle East and Asia. Turkish Airlines will appear on the shirts of the men’s, women’s and academy sides, giving the airline exposure across every level of the club.
Financial comparison and league context
At £60 million a season the Turkish Airlines agreement is likely to rank among the most lucrative shirt deals in Premier League history. The league’s top clubs have traditionally commanded the highest sponsorship fees, but the exact ranking can change as new contracts are signed. Liverpool’s previous deal at around £50 million per season already placed them near the top of the table, and the new figure pushes them further ahead.
Potential impact on Liverpool’s strategy
With a steady stream of commercial income, Liverpool can approach the transfer market with more flexibility. The club may choose to invest in marquee signings, reinforce squad depth, or extend existing player contracts without compromising financial fair play limits. The deal also offers the board a stronger negotiating position when discussing future renewals with other commercial partners.
What the partnership means for Turkish Airlines
For the airline, aligning with a club that regularly competes in the Champions League provides global visibility. The branding will be seen by millions of viewers during domestic league matches, European fixtures and international friendlies. The partnership also dovetails with Turkish Airlines’ broader strategy of sponsoring high‑profile sports entities to boost brand awareness.
Looking ahead to 2027‑28
The first season under the new banner will begin in August 2027. Fans can expect to see the Turkish Airlines logo replace Standard Chartered on the front of the kits, while the club’s badge and other branding elements remain unchanged. The deal runs for five years, meaning the partnership will be in place until the end of the 2031‑32 season, assuming no early termination.
Securing a £60 million‑a‑year shirt deal is a masterstroke for Liverpool, giving them a financial edge that rivals the biggest clubs in Europe. The move also shows the club’s ambition to tap into new markets and diversify revenue streams.
The influx of cash will likely free up budget for player acquisitions and contract renewals, reducing reliance on loan deals. Strategically, it strengthens Liverpool’s position in the Premier League’s commercial hierarchy and could set a new benchmark for sponsorship values.
Preguntas Frecuentes
The agreement with Turkish Airlines is reported to be worth more than £60 million per season.
The deal takes effect at the beginning of the 2027‑28 season.
Turkish Airlines will replace Standard Chartered, who had been Liverpool's main shirt sponsor since 2010.