Liverpool have signed a new shirt sponsorship deal that is sending shockwaves through the football world – and it is the most valuable ever in the Premier League. The deal, worth over £300 million, also marks the end of a 17-year partnership with Standard Chartered.
The new party? Turkish Airlines.
On Tuesday morning, Liverpool confirmed that the Turkish airline will take over as the main sponsor from the start of the 2027/28 season. The deal runs for five years and, according to the club, is supposed to be the most lucrative in the league’s history. This means that Turkish Airlines’ logo will adorn the chest of both the men’s, women’s and academy players’ shirts.
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“Turkish Airlines is a global player with a huge international network, and we are very much looking forward to getting started with the collaboration. We already have strong ties to the company, not least through special memories dating back to 2005,” says Ben Latty, Commercial Director at Liverpool.
At the same time as the deal is announced, there are strong rumours that Liverpool have sparked interest in one of Turkey’s biggest football stars. Real Madrid’s attacking midfielder Arda Güler.
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Earlier this year, Liverpool were able to boast the title of the highest-grossing English club in Deloitte’s Football Money League for the first time. With revenues of a staggering €836 million – around £702 million – the club has truly set its course for new heights.
The old agreement with Standard Chartered of £60 million a year has contributed greatly to this, but financial expert Kieran Maguire also points to other success factors:
“It’s about getting more people into the stadium, and arranging more events. Liverpool has invested in concerts and other activities outside of football, which brings in a lot of income. In addition, they have expanded their megastore business all over the world,” says Maguire.
He adds:
“If you manage to increase the income on non-match days, you have a golden opportunity to lift the club further. And Liverpool have succeeded precisely there.
The end of an era – but Standard Chartered remains
Standard Chartered has been Liverpool’s main sponsor since 2010, but from the 2027/28 season they will step down to a role as a global partner. Nevertheless, the partnership will remain one of the longest-running in world football.
“This announcement also gives us an opportunity to honour Standard Chartered for the fantastic work they have done for Liverpool FC over 17 years,” said Latty.
“They have been an invaluable part of our journey through one of the most successful periods in the club’s history. And we are delighted that they will continue to be part of the Liverpool family – only in a new role – from June 2027.
Turkish Airlines is an almost 100-year-old giant airline that flies to over 120 countries.
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