Liverpool Football Club has secured a deal with Turkish Airlines to become its front-of-shirt sponsor starting with the 2027-28 season. The five-year agreement, valued at over £60 million per season, marks the most valuable front-of-shirt-only commercial deal in Premier League history.
Currently, Standard Chartered has been Liverpool’s main partner since 2010 and will continue as the front-of-shirt sponsor until 2027. Following the end of that agreement, Standard Chartered will transition to become a global partner of the club. Liverpool announced record revenues exceeding £700 million for the most recent financial year and holds the highest ranking among Premier League clubs in the Deloitte Football Money League.
Turkish Airlines will be the sixth front-of-shirt sponsor in Liverpool’s history, joining Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010), and Standard Chartered (2010-2027). The negotiations with Turkish Airlines began before 1892 Holdings – a consortium led by Liverpool vice-chairman Amit Bhatia – acquired approximately 38% ownership in the club last month.
Ben Latty, Liverpool’s Chief Commercial Officer, stated the front of the shirt “holds a special place in the history” of Liverpool, and that the partnership will build on “strong foundations” stemming from the Reds’ Champions League victory in Istanbul in 2005. Ahmet Olmustur, Turkish Airlines’ chief executive, 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.”
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