Turkish Airlines to become Liverpool shirt sponsor in record £300m deal

Liverpool land Turkish Airlines in biggest shirt deal in Premier League history

Liverpool have announced Turkish Airlines as their new front-of-shirt sponsor from 2027/28. The 5-year deal is worth a reported £300m, making it the biggest shirt-only deal in Premier League history.

Turkish Airlines to replace Standard Chartered as Liverpool shirt sponsor in 2027...

Turkish Airlines will replace Liverpool’s current front-of-shirt sponsor from the 2027/28 season, the Premier League club confirmed on Tuesday.

The club did not announce the value, but the BBC reported the five-year agreement is worth £300 million in total.

The deal, worth over £60 million per season, is an uplift on Liverpool’s current £50 million-a-season agreement with Standard Chartered. The retail bank has been the Reds’ front-of-shirt sponsor since 2010.

The new contract with Turkish Airlines is understood to be the most valuable standalone shirt sponsorship in Premier League history. By comparison, Arsenal’s deal with Emirates and Manchester City’s with Etihad Airways both include stadium naming rights.

By contrast, six-time European champions Liverpool have kept their stadium name unchanged. Their home remains simply Anfield.

In February, Liverpool reported record revenue of over £700 million for the last financial year. They were also the highest-ranked Premier League club in the Deloitte Football Money League.

Liverpool were the first major English club to feature a shirt sponsor, with Japanese electronics firm Hitachi on the front of their kit in 1979.

Standard Chartered will stay as the front-of-shirt sponsor for this season, before switching to a “global partner” role from 2027/28.

Talks with Turkish Airlines are understood to have begun before 1892 Holdings bought about a 38% stake in the club last month. The consortium is led by British-Indian businessman and Liverpool vice-chairman Amit Bhatia.

Turkish Airlines, the airline that flies to more countries than any other, has announced that it will become Liverpool Football Club’s Main Club Partner from 1 June 2027 with the airline’s logo appearing on the front of the men’s, women’s and academy shirts from the start of the…

— Turkish Airlines (@TurkishAirlines) September 8, 2026

Chief commercial officer Ben Latty said the front of the shirt “holds a special place in the history” of Liverpool, and added that the deal will build on “strong foundations” from the club’s Champions League final victory in Istanbul in 2005.

Turkish Airlines chief executive Ahmet Olmustur 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.”