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Liverpool Announce Turkish Airlines as New Front-of-Shirt Sponsor for £300m Deal
Confirmed
In Short: Liverpool have secured a £300m deal with Turkish Airlines as their new front-of-shirt sponsor, ending a 17-year run with Standard Chartered.
Liverpool have signed a £300m deal with Turkish Airlines, ending their long-standing partnership with Standard Chartered.
The deal, set to begin in June 2027, will place Turkish Airlines in a prominent position on Liverpool's shirts, with the club's chief commercial officer, Ben Latty, expressing excitement about the partnership.
The deal adds to Liverpool's growing sponsorship portfolio and comes as the club continues to navigate contract negotiations with key players like Alexis Mac Allister, who has expressed disappointment at not being offered a new deal.
What's confirmed
- The deal announced on Tuesday will be worth in excess of £300 million ($405.78 million) according to media reports, which would place it among the most lucrative in the Premier League.
- While the precise figures have not been confirmed, it is likely to match the income from Manchester United’s shirt sponsorship deal with Qualcomm, which was signed in August 2024.
- Standard Chartered will remain affiliated with Liverpool as a Global Partner, said a club statement, but Turkish Airlines will take the primary position in Liverpool’s branding.
- Liverpool have agreed a five-year deal for Turkish Airlines to become their main club partner from June 1, 2027, which means the first change in the Anfield side’s leading shirt sponsor since 2010, ending a 17-year run for Standard Chartered.
- “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, with already strong foundations built from those special memories back in 2005,” he added, referring to Liverpool’s Champions League final comeback win in Istanbul.
- The deal adds to a growing sponsorship portfolio within football for Turkish Airlines, who are an official partner of the Champions League and main sponsor of Turkey’s national team.
What's still developing
- With Richard Hughes' move to Al-Hilal now confirmed, Liverpool are seeking a new sporting director for the fifth time since 2022.
- Hughes joined Liverpool in the summer of 2024 and oversaw the appointments of Arne Slot then Andoni Iraola.
- Mike Gordon, the president of Fenway Sports Group (FSG), is overseeing the process of finding Hughes' replacement, with Liverpool keen to make a swift appointment.
- Liverpool will look at internal candidates, but have not ruled out the possibility of appointing someone from outside the club.
- Van Dijk and Alisson both joined Liverpool in 2018 Alisson's deal expires at the end of the season and although Juventus were interested in the Brazil goalkeeper this summer, Liverpool had no intention of letting him leave.
- As reported last week by BBC Sport, Liverpool have looked at Monaco's Lamine Camara but were not open to buying a midfielder this summer.
- Michael Edwards (centre) and Richard Hughes (centre-right) have both left Liverpool this summer.
- David Woodfine, who was Hughes' assistant and was previously Liverpool 's director of loans is one potential candidate.