Liverpool have announced a new five-year front-of-shirt sponsorship deal with Turkish Airlines, bringing an end to Standard Chartered’s 17-year run as the club’s principal shirt sponsor.
The agreement, reportedly worth more than £60m per year and around £300m over five years, will begin from the 2027-28 season and is set to become one of the most significant commercial partnerships in the club’s history.
Under the new arrangement, Turkish Airlines will become Liverpool’s main club partner, with its name appearing on the front of the famous red shirt.
Standard Chartered, which has been Liverpool’s principal sponsor since 2010, will remain involved with the club as a global partner after the current arrangement ends.
Liverpool chief commercial officer, Ben Latty, described the announcement as an important milestone for the club.
“This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027,” Latty said.
“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.”
Latty also paid tribute to Standard Chartered for its contribution during a successful period in Liverpool’s history.
“This announcement also provides an opportunity to recognise the extraordinary contribution Standard Chartered has made to Liverpool FC over the past 17 years,” he added.
“They have been an important part of our journey through an exceptional period in the club’s history, and we are delighted that Standard Chartered will remain part of the Liverpool FC family as a global partner from June 2027.”
For Turkish Airlines, the agreement represents a major step in its involvement in elite football, having previously partnered with clubs including Barcelona and Borussia Dortmund.
Turkish Airlines CEO Ahmet Olmustur said the company was proud to have its name associated with one of football’s most recognisable clubs.
“Liverpool Football Club is one of the world’s most recognised and respected football clubs, with an exceptional heritage and a truly global community of supporters,” Olmustur said.
“We are very pleased that Turkish Airlines will become the club’s main club partner and that our name will take its place on one of the most iconic shirts in world sport.”
He added that the partnership would help bring together two global brands with strong international reach.
“As the airline that flies to more countries than any other, connecting people, cultures and continents is at the heart of who we are,” he said.
“This partnership brings together two global brands united by their international reach, commitment to excellence and ability to inspire millions of people around the world.”
The deal further underlines Liverpool’s growing commercial strength and global appeal.
The club’s huge international fan base, strong television audience and extensive digital reach have made its shirt sponsorship one of the most valuable commercial assets in European football.
Liverpool’s reported 1.5 billion social media engagements last season also highlight the scale of the platform the club offers global brands.
With Turkish Airlines set to take over from June 2027, Liverpool will now begin preparations for a new era on the front of their iconic shirt, while Standard Chartered’s continued involvement will ensure that its long association with the club does not end completely.