Turkish Airlines signs £300m shirt sponsorship deal with Liverpool FC

Liverpool Football Club has announced a major sponsorship agreement with Turkish Airlines, which will serve as the club’s primary shirt sponsor starting from the 2027/28 season. The deal is reported to be worth £300 million over five years, providing the club with more than £60 million annually. This represents a significant increase over the current annual revenue of approximately £50 million from their existing partner, Standard Chartered.

The Turkish Airlines logo will appear on the front of the jerseys for the men’s, women’s, and youth teams. This partnership marks the first change in Liverpool’s primary shirt sponsor in 17 years. While Standard Chartered will transition to a global partner role starting in the 2027-28 season, Turkish Airlines will take over the prominent front-of-shirt branding position.

Turkish Airlines CEO Ahmet Olmuştur noted that the partnership connects two global brands committed to excellence, while Liverpool Commercial Director Ben Latty described the announcement as a milestone for the club.