Liverpool announce five-year sponsorship deal with Turkish Airlines

Turkish Airlines will assume the role of Liverpool's front-of-shirt sponsor from the 2027/28 season, according to the Premier League champions' announcement. The exact fee was not disclosed, but the BBC revealed that the five-year contract is valued at £300 million in total. This is a significant leap from the current £50 million-per-season deal with Standard Chartered, who have been the Reds' shirt sponsor since 2010.

The new agreement is reportedly the most lucrative purely front-of-shirt deal in Premier League history, surpassing Arsenal's partnership with Emirates and Manchester City's agreement with Etihad Airways, which also include stadium naming rights. Despite holding a significant global footprint, Liverpool's Anfield stadium remains unnamed.

In February, the club reported record revenues of over £700 million, placing them at the top of the Deloitte Football Money League. Liverpool was the first major English football club to secure a shirt sponsor, when Hitachi displayed its name on the strip in 1979. Standard Chartered will continue as the shirt sponsor this season before becoming a "global partner" starting in 2027/28.

It is believed that discussions with Turkish Airlines began before the acquisition of a 38% stake in the club by a consortium led by British-Indian businessman Amit Bhatia in late 2022. The new partnership aims to build on the strong foundations established by Liverpool's Champions League final victory in Istanbul in 2005. Turkish Airlines CEO Ahmet Olmustur emphasized that the partnership unites two global brands known for their commitment to excellence and ability to inspire people worldwide.

The airline operates to 356 destinations in 132 countries, operating out of Turkey's national flag carrier, which is controlled by the country's wealth fund, owning 49.1% of its shares. Istanbul airport, under Turkish Airlines' control, recently surpassed London Heathrow as Europe's busiest airport in the July summer peak, handling over eight million travelers.