Liverpool lands Turkish Airlines as new front-of-shirt sponsor in five-year pact
Liverpool has agreed a five-year partnership with Turkish Airlines, which will become the club's primary shirt sponsor from June 1, 2027. The deal is reported to be worth over $405 million, placing it among the most lucrative in the Premier League. Standard Chartered will remain a global partner, but Turkish Airlines will take the front-of-shirt position.
The agreement, effective from mid-2027, terminates Standard Chartered's 17-year tenure as the primary shirt sponsor, though the bank will retain a global partnership role. The reported £300m value aligns Liverpool's commercial income with Manchester United's existing Qualcomm arrangement.
Turkish Airlines already holds prominent football affiliations, including Champions League and Türkiye national team partnerships. This move follows Liverpool's recent financial milestone of surpassing £700m in annual revenue, and revives a connection to the 2005 Istanbul final. Historically, Liverpool pioneered English shirt sponsorship with Hitachi in 1979.
This commercial shift could reshape fan perceptions of club identity, as the shirt's front is a deeply symbolic canvas for supporters. The lucrative deal may further widen the financial gap between top Premier League clubs and the rest, potentially influencing competitive balance. Additionally, the airline's global reach could enhance Liverpool's international brand visibility, while also prompting scrutiny of corporate influence in football's cultural heritage.