Liverpool announce five-year shirt sponsorship deal with Turkish Airlines
Liverpool Football Club has secured a five-year main shirt sponsorship agreement with Turkish Airlines beginning June 2027, ending Standard Chartered's 17-year tenure as primary partner. The deal, valued at over £300 million ($405 million), ranks among the Premier League's most lucrative commercial agreements and represents a significant shift in the club's branding strategy.
Why It Matters
This partnership underscores the substantial commercial value of top-tier English football clubs and reflects Liverpool's position as one of the world's most commercially attractive sports organizations. The transition also highlights the growing global reach of Turkish Airlines in sports sponsorship, particularly within European football's elite competition.
Key Facts
- Deal value: Over £300 million ($405.78 million)
- Deal duration: Five years, beginning June 1, 2027
- Previous sponsor tenure: Standard Chartered from 2010 to 2027 (17 years)
- Liverpool's recent revenues: Over £700 million ($950 million) for most recent financial year
- Turkish Airlines' football partnerships: Official Champions League partner and main sponsor of Turkey's national team
Liverpool Football Club announced on Tuesday a major commercial partnership with Turkish Airlines that will see the Turkish carrier become the club's primary shirt sponsor from June 2027. The agreement marks the conclusion of Standard Chartered's lengthy association with the Anfield club, which began in 2010. While Standard Chartered will continue as a Global Partner to the club, Turkish Airlines will assume the prominent placement on the front of Liverpool's jersey.
According to media reports, the partnership extends across five years and is valued at more than £300 million, equivalent to approximately $405 million. This financial commitment positions the deal among the most substantial shirt sponsorships in the Premier League, potentially matching Manchester United's recent Qualcomm agreement finalized in August 2024. The exact terms have not been officially confirmed by the club.
Ben Latty, Liverpool's chief commercial officer, emphasized the significance of the partnership in a statement, noting the historical importance of the shirt's front in the club's identity. He highlighted Turkish Airlines' global standing and extensive international operations as key factors in the arrangement. Latty also referenced the club's memorable 2005 Champions League victory in Istanbul as a foundation for the relationship.
Turkish Airlines brings substantial experience in football sponsorships, already serving as an official Champions League partner and as the main sponsor of Turkey's national football team. This expanded portfolio demonstrates the airline's increasing prominence in global sports marketing.
The announcement comes amid Liverpool's strong financial performance, with the club recording revenues exceeding £700 million in its most recent financial year and maintaining its position as the highest-ranking Premier League club in the Deloitte Football Money League rankings.