Liverpool in record £300m deal as Turkish Airlines replaces Standard Chartered
Liverpool will replace Standard Chartered as their front-of-shirt partner next season after agreeing a record £300m deal with Turkish Airlines. The flagbearer, already a sponsor of the Uefa Champions League, will pay £60m per season as part of a five-year deal beginning in 2027 in what is being reported as the biggest front-of-shirt deal in [...]
Liverpool has agreed a record £300 million, five-year deal with Turkish Airlines, making it the biggest front-of-shirt deal in Premier League history. The airline will replace Standard Chartered as the club's front-of-shirt partner from 2027, agreeing to pay £60 million per season. Turkish Airlines, whose global hub is Istanbul, will join a list of esteemed sponsors for Liverpool, including the Turkish Football Federation and clubs Galatasaray, Trabzonspor, and Istanbul Basaksehir.
The club's chief commercial officer, Ben Latty, expressed delight at the new partnership, stating that Turkish Airlines is a globally recognized organization with an extensive international network. This deal comes as two major financial brands, Standard Chartered and AIA, leave the front-of-shirt positions of other Premier League clubs.
Industry experts believe the valuation is in line with expectations, and the speed at which Liverpool secured the new deal demonstrates the strong market response to premium sponsorship assets.
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