Turkish Airlines To Become Liverpool's Front-Of-Shirt Sponsor In Record £300m Deal Starting 2027-28

Starting from the 2027-28 season, Turkish Airlines will be Liverpool's main front-of-shirt sponsor under a £300 million agreement.

This five-year deal is valued at over £60 million per season, surpassing the current £50 million annual contract with Standard Chartered, Liverpool’s primary partner since 2010 and the current front-of-shirt sponsor.

Liverpool considers the Turkish Airlines deal to be the most lucrative front-of-shirt-only sponsorship in Premier League history. This is notable as other major deals, such as Arsenal’s with Emirates and Manchester City’s with Etihad Airways, also include stadium naming rights.

In February, Liverpool reported record revenues exceeding £700 million for the latest financial year and ranked highest among Premier League clubs in the Deloitte Football Money League.

Turkish Airlines will be only the third different front-of-shirt sponsor Liverpool has had in 35 years, following Carlsberg and Standard Chartered. Standard Chartered will continue as the front-of-shirt sponsor this season before becoming a global partner starting in 2027-28.

This airline will mark Liverpool’s sixth front-of-shirt sponsor overall, following Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010), and Standard Chartered (2010-2027).

Discussions with Turkish Airlines began prior to the recent acquisition of approximately 38% of the club by 1892 Holdings, a consortium led by Liverpool vice-chairman Amit Bhatia.

Ben Latty, Liverpool’s chief commercial officer, highlighted the special significance of the front-of-shirt space in the club’s history and said the partnership will build on the strong legacy from Liverpool’s 2005 Champions League victory in Istanbul.

Ahmet Olmustur, CEO of Turkish Airlines, stated that the partnership unites two global brands with extensive international reach, a dedication to excellence, and the power to inspire millions worldwide.