Turkish Airlines signs record Liverpool shirt deal
Turkish Airlines will become Liverpool’s main club partner from the 2027-28 season under a five-year agreement reportedly worth more than £300 million ($405 million), the Turkish flag carrier and the Premier League club announced Tuesday.
The deal will see Turkish Airlines replace Standard Chartered on the front of Liverpool’s men’s, women’s and academy shirts from June 2027.
The reported value of more than £60 million per season would make the agreement the most valuable front-of-shirt-only commercial deal in Premier League history, according to British media reports.
Partnership expands global reach
Liverpool said the partnership brings together two organizations with a global presence and a shared focus on connecting people around the world.
The club highlighted its international supporter base, while Turkish Airlines operates an extensive international network from its Istanbul hub.
Liverpool Chief Commercial Officer Ben Latty called the agreement a milestone for the club and said the shirt’s front position had historically been reserved for long-term partnerships considered particularly significant.
Istanbul memories link new partners
Latty also pointed to Liverpool’s 2005 Champions League triumph in Istanbul as part of the relationship between the club and the airline.
Liverpool famously defeated AC Milan on penalties after recovering from a 3-0 halftime deficit in the final at Istanbul’s Atatürk Olympic Stadium.
Turkish Airlines CEO Ahmet Olmuştur described Liverpool as one of the world’s most recognized football clubs, praising its heritage and global supporter base.
“We are very pleased that Turkish Airlines will become the club's main club partner,” he said.
Standard Chartered to remain with club
Standard Chartered, Liverpool’s main partner since 2010, will continue as the club’s shirt sponsor through the 2026-27 season.
It will then move into a global partnership role from the following season, Liverpool said.
The new agreement places Turkish Airlines at the center of Liverpool’s commercial strategy as the club seeks to strengthen its international profile and expand its global commercial reach.
Source:DailySabah
