Liverpool secures record £300m Turkish Airlines shirt partnership

Liverpool has agreed a five-year front-of-shirt partnership with Turkish Airlines worth more than £300m, starting with the 2027-28 season.

The airline will replace Standard Chartered across the men’s, women’s and academy match shirts. The agreement is valued at more than £60m per year and is described as the most lucrative shirt sponsorship in Premier League history, although Manchester United’s Snapdragon agreement is also reported to exceed £60m annually.

Standard Chartered has occupied Liverpool’s primary shirt position since 2010. Its current agreement is understood to be worth around £50m per season, and the bank will remain a global club partner after its front-of-shirt rights end in 2027.

The new partnership gives Turkish Airlines one of the most visible assets in global club football. Liverpool reported record revenue of £703m for the year ending May 2025, providing a commercial base for the club to price its most prominent sponsorship inventory above the previous cycle.

The agreement covers the club’s leading teams rather than only the men’s first team, widening the airline’s content and activation platform. It also links a globally distributed football audience with a carrier operating an extensive international network through Istanbul.

Liverpool’s separate sleeve agreement with Expedia, reportedly worth between £9m and £12m annually, is also approaching renewal. The Turkish Airlines deal therefore begins a wider period of commercial inventory change at the club.