Liverpool agree £60m-a-year Turkish Airlines deal

Liverpool has announced a new front-of-shirt sponsorship with Turkish Airlines, worth more than £60m per year, according to The Guardian.

Deal starts in 2027-28

The agreement runs for five years and begins at the start of the 2027-28 season. Turkish Airlines will replace Standard Chartered, who have been the club’s main shirt sponsor since 2010. The Guardian reports the current Standard Chartered deal is understood to be around £50m a season.

The new partner will feature on the front of the men’s, women’s and academy match shirts. The club also believes it is set to be the most lucrative Premier League shirt deal in history, although The Guardian notes that Manchester United has also claimed a package worth more than £60m a year with Snapdragon.

Big commercial boost

Over the life of the deal, Liverpool expects it to generate more than £300m. The Guardian links the move to the club’s wider commercial pull, pointing out that Liverpool posted record revenues of £703m in the financial year ending 31 May 2025.

The financial backdrop is also strong: The Guardian says Fenway Sports Group is poised to make £2bn from selling a 38% stake to 1892 Holdings, a consortium led by Amit Bhatia that includes Amazon founder Jeff Bezos and Facebook co-founder Eduardo Saverin.

What the club said

Ben Latty, Liverpool’s chief commercial officer, called it “a milestone announcement for us” and said Turkish Airlines will become the main club partner “from June 2027”. He also emphasised the special place of the club’s shirt front and how the airline’s international network fits the club’s ambitions, citing the “strong foundations” built from memories back in 2005 in Istanbul. The Guardian adds that the current sleeve sponsorship with Expedia, worth between £9m and £12m per season, is also due for renewal.