Liverpool have agreed to a new five-year, £300m shirt sponsorship deal with Turkish Airlines, starting next season.
The agreement, which the club believes is the most valuable in Premier League history, ends a 17-year front-of-the-shirt partnership with British multinational bank Standard Chartered.
Reports indicate the deal, which will come into effect on 1 June 2027, is worth more than £60m a season, believed to be a similar sum to Manchester United’s current deal with Snapdragon.
Turkish Airlines branding will be on the front of Liverpool men’s, women’s and academy match shirts. Before Standard Chartered, Liverpool’s front-of-shirt sponsors included Carlsberg, Candy and Crown Paints.
“The front of the Liverpool shirt holds a special place in the history of our club,” said Ben Latty, Liverpool’s chief commercial officer.
“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.”
Latty is referring to Liverpool winning their fifth European Cup in Istanbul in 2005, with a memorable comeback against AC Milan in the final.
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.
“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,” said Turkish Airlines CEO Ahmet Olmustur.
“We are very pleased that Turkish Airlines will become the club’s main club partner and that our name will take its place on one of the most iconic shirts in world sport.”