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Liverpool Announce Turkish Airlines as New Front-of-Shirt Sponsor for £300m Deal
Confirmed
In Short: Liverpool FC has agreed a new five-year, £300m shirt sponsorship deal with Turkish Airlines, ending a 17-year partnership with Standard Chartered.
The agreement, which the club believes is the most valuable in Premier League history, will see Turkish Airlines branding prominently featured on the front of Liverpool men’s, women’s, and academy match shirts from the start of the 2027/28 season.
Prior to Standard Chartered, front-of-shirt sponsors for Liverpool included Carlsberg, Candy, and Crown Paints. Standard Chartered will continue to work with Liverpool as a global partner from next season, while an existing deal with Japan Airlines (due to expire in May 2027) remains unchanged.
The Turkish flag carrier’s logo will feature prominently on the front of the men’s, women’s, and academy shirts from the start of the 2027/28 season, marking the sixth front-of-shirt sponsor in the club’s history. Previous partnerships included Hitachi, Crown Paints, Candy, and Carlsberg.
As we prepare for this transition, we look forward to this new season and welcoming Turkish Airlines as our main club partner from June 2027, said Liverpool’s shirt-sleeve sponsorship deal with Expedia is also set to expire at the end of 2026/27.
What's confirmed
- “The front of the Liverpool shirt holds a special place in the history of our club,” Ben Latty, Liverpool’s chief commercial officer, said.
What's still developing
- Latty is referring to Liverpool winning their fifth European Cup in Istanbul in 2005, with a memorable comeback against AC Milan in the final.
- “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,” Ahmet Olmustur, the Turkish Airlines CEO, said.
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