Liverpool confirm Turkish Airlines as new £300m shirt sponsor from 2027
Liverpool have confirmed Turkish Airlines will become the club’s main partner from June 2027, replacing Standard Chartered as the name on the front of the Reds’ shirt for the 2027-28 campaign.
The agreement will run for five years and is estimated to be worth more than £60m per season, putting its overall value at around £300m. Turkish Airlines will take on a lead shirt-sponsorship role for the first time.
Quick facts
- Turkish Airlines starts as Liverpool’s main club partner in June 2027.
- The five-year deal is estimated at more than £60m a year.
- Standard Chartered will remain involved as a global partner.
- The bank has been Liverpool’s principal sponsor since 2010.
- Turkish Airlines has previously worked with Barcelona and Borussia Dortmund.
Standard Chartered’s front-of-shirt era will end after 17 years, but the bank will not leave Anfield. It will move into a global-partner position when the Turkish Airlines arrangement begins.
Liverpool chief commercial officer Ben Latty called the switch a landmark moment for the club. He said the shirt carries special historical importance and pointed to the strong connections already formed between Liverpool and Turkish Airlines through memories from 2005.
Latty also praised Standard Chartered’s role across a major period in the club’s modern history, adding that Liverpool were pleased to keep the bank within its commercial family after the transition.
Turkish Airlines chief executive Ahmet Olmustur said the airline was proud to place its name on one of football’s most recognisable shirts. He highlighted the company’s network, which reaches more countries than any other airline, and said the partnership united two brands with worldwide audiences.
Olmustur said the deal formed part of Turkish Airlines’ wider commitment to international sport, with the airline viewing football as a way to connect communities beyond national borders.
Liverpool’s global reach helped create the value of the agreement. The club has more standalone retail stores than any other sporting organisation and has recorded Europe’s highest average television audience across the past six seasons.
The Reds also generated 1.5 billion social-media engagements last season, a figure said to be 34 per cent higher than their closest Premier League competitor. That digital scale gives Turkish Airlines a vast platform when its name arrives on the Liverpool kit in 2027.
