Liverpool to replace Standard Chartered Turkish Airlines in one of Premier League’s most lucrative £300m sponsorship deals

Liverpool to replace Standard Chartered Turkish Airlines in record five-year sponsorship deal from 2027/ Image: X/@bosunatikala Liverpool have agreed a five-year sponsorship deal with Turkish Airlines worth more than £300m, with the airline becoming the club’s new main partner and front-of-shirt sponsor from next season.The deal, worth more than £60m a year, will end Liverpool’s 17-year relationship with Standard Chartered and will see the Turkish Airlines brand appear on the shirts of the men’s, women’s and academy teams from 1 June 2027.Liverpool believe the deal is among the most lucrative shirt-front deals in Premier League history, with reports suggesting its value is comparable to the big deals struck by Manchester United and Manchester City.Liverpool did not disclose the exact financial terms, but media reports value the five-year package at more than £300 million ($405.78 million).

Turkish Airlines replaced Standard Chartered after 17 years

The partnership marks a significant change in Liverpool’s commercial identity, as Standard Chartered’s 17-year run as the club’s main shirt sponsor comes to an end.However, Standard Chartered is not leaving Liverpool completely. The financial services company will remain involved as a global partner, while Turkish Airlines will assume a primary position in the club’s commercial brand.The new deal will also make Turkish Airlines only the third new shirt front sponsor Liverpool have had in 35 years.Carlsberg graced the front of Liverpool’s shirts from 1992 to 2010, before Standard Chartered began its 17-year association with the club.The last deal between Liverpool and Standard Chartered was worth around £50m a year, meaning the reported deal with Turkish Airlines represents a substantial increase.

Liverpool’s Virgil van Dijk reacts during the English Premier League soccer match between Ipswich Town and Liverpool in Ipswich, England, Friday, Sept. 4, 2026. (AP Photo/Dave Shopland)

Liverpool’s commercial director Ben Latty welcomed the new partnership and highlighted the link between the club and Turkey.“This is a milestone for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027,” said Latty.“The front of Liverpool’s shirt holds a special place in our club’s history. Turkish Airlines is a globally recognized organization with an extensive international network and we look forward to starting our partnership and building a strong joint relationship with the already solid foundations built from those special memories in 2005.”Latty’s legacy covered one of the most famous nights in Liverpool’s history – the 2005 Champions League final in Istanbul, when Rafael Benitez’s side famously beat AC Milan 3-0 before winning on penalties in what became known as the ‘Miracle of Istanbul’.The new arrangement also expands Turkish Airlines’ already significant presence in football. The airline is an official partner of the Champions League and the main sponsor of the Turkish national team.Turkish Airlines flies to more airports worldwide than any of its competitors and is expected to make a major financial investment in its partnership with Liverpool.

Liverpool’s global reach behind record business deal

The deal comes as Liverpool continue to highlight the huge global reach of their brand.The club believes that one Liverpool shirt is sold somewhere in the world every 20 seconds, while also claiming to have more stand-alone retail outlets than any other football club.Liverpool recently expanded this retail network with the opening of a new store on Oxford Street in London.This international footprint is particularly important for the partnership with Turkish Airlines, whose own network covers a huge number of destinations around the world.The five-year deal will therefore place Turkish Airlines between Liverpool’s men’s, women’s and academy teams from the 2027-28 season.It represents a major commercial upgrade for Liverpool and also ends one of the Premier League’s longest-running shirt sponsorship relationships.For Turkish Airlines, meanwhile, the deal provides a prominent link with one of the most prestigious football clubs in the world and builds on its existing involvement with the Champions League and the Turkish national team.The partnership will formally begin on June 1, 2027, when Turkish Airlines takes over the lead position from Standard Chartered.