Liverpool agree £60m-a-year shirt sponsorship deal with Turkish Airlines
Quick summary
Liverpool have agreed a shirt sponsorship deal with Turkish Airlines worth £60m per year, according to The Guardian.
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Attributed to original sourceTurkish Airlines to replace Standard Chartered from 2027
Deal may be most lucrative in Premier League history
Liverpool have announced a new shirt sponsorship deal with Turkish Airlines worth in excess of £60m a year to the club.
The five-year deal will generate more than £300m for Liverpool when it comes into effect from the start of the 2027-28 season. Turkish Airlines will replace Standard Chartered, Liverpool’s main club partner since 2010, on the front of the men’s, women’s and academy match shirts. Standard Chartered have been Liverpool’s main partner for 17 years and their current deal is understood to be worth around £50m per season. The company will become a global partner of Liverpool from 2027-28.
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What happened
Liverpool have reached an agreement with Turkish Airlines for a shirt sponsorship deal valued at approximately £60m annually, as reported by The Guardian on September 8, 2026. The deal represents one of the most lucrative commercial partnerships in the club's history and significantly bolsters Liverpool's revenue streams. Turkish Airlines branding will appear on Liverpool's matchday shirts, replacing or supplementing the club's previous front-of-shirt partner.
Chance analysis
A £60m-a-year shirt deal marks a substantial commercial milestone for Liverpool, placing the club among the elite earners in English football's sponsorship market. The agreement with Turkish Airlines — a brand with established visibility across European football — reflects both Liverpool's global commercial appeal and the escalating value of top-tier Premier League inventory. For supporters, the practical change will be visible every matchday, while the financial impact strengthens the club's position in an increasingly competitive transfer and wage market.
Liverpool's commercial revenue is significantly boosted by the £60m-a-year Turkish Airlines deal, strengthening the club's financial position without immediate on-pitch effect.