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Liverpool have agreed a five‑year front‑of‑shirt sponsorship with Turkish Airlines worth more than £60m a season, the club's most lucrative shirt deal in Premier League history. The partnership builds on Liverpool's record revenues and the club's historic international ties.
Liverpool have announced a new front‑of‑ shirt sponsorship with Turkish Airlines that will run from the start of the 2027-28 season. The five‑year agreement is valued at £300m (about €350m) in total, according to the BBC, giving the club a per‑season payout of more than £60m.
This figure eclipses the previous £50m annual deal with Standard Chartered, which has been Liverpool's shirt sponsor since 2010. The deal is believed to be the most lucrative purely front‑of‑shirt agreement in Premier League history. Liverpool will carry the Turkish Airlines logo on the shirts of the men's, women's and academy teams, while Standard Chartered will become a global partner of the club from 2027-28. Liverpool unveiled the news on Tuesday, citing the partnership as a milestone for the club.
Ben Latty, Liverpool's chief commercial officer, said the front of the shirt "holds a special place in the history" of the club. He added that the partnership would build on the strong foundations laid by Liverpool's Champions League final victory in Istanbul in 2005. Turkish Airlines chief executive Ahmet Olmustur echoed this sentiment, stating that the collaboration unites two global brands with international reach, commitment to excellence and the ability to inspire millions.
Turkish Airlines, the national flag carrier, flies to 356 destinations in 132 countries from its hub in Istanbul. The airline is controlled by a 49.1% stake held by Turkey's wealth fund, a state‑owned entity. Its network centres on Istanbul airport, which overtook London Heathrow as Europe's busiest airport during the July summer peak, handling more than eight million travellers. The five‑year contract will generate over £300m in revenue for Liverpool, helping to consolidate the club's record financial performance.
In the most recent financial year ending 31 May 2025, Liverpool posted revenues of £703m, making it the highest‑placed Premier League club in the Deloitte Football Money League. The club is also set to receive £2bn from a 38% stake sale to the 1892 Holdings consortium, led by Amit Bhatia, who is also Liverpool's vice‑chairman. Standard Chartered will remain the shirt sponsor for the current season before transitioning to a global partner role.
The new sponsorship reflects Liverpool's continued commercial growth and its ability to attract high‑value global partners. The partner will be present on all front‑of‑shirt displays across Liverpool's home and away kits for the next five years. The partnership underlines Liverpool's global appeal and historic ties to Istanbul, where the club won its first Champions League title. The deal was reviewed during early negotiations with Turkish Airlines, which began before the recent stake sale.
Liverpool's commercial team welcomed the agreement as a key driver of future revenue streams and brand expansion.
IrishTimes
The42_ie:This story was compiled and edited by the HeadTopics newsroom and HT AI from the reports above.
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