Liverpool seal record £300m Turkish Airlines shirt deal to end 17-year Standard Chartered partnership

Liverpool have signed a five-year, £300m shirt sponsorship agreement with Turkish Airlines, ending a 17-year front-of-shirt partnership with Standard Chartered that will conclude at the end of the current season. The deal, which comes into effect on 1 June 2027, is believed by the club to be the most valuable shirt sponsorship in Premier League history.

The agreement is reported to be worth more than £60m per season — a figure comparable to Manchester United’s current deal with Snapdragon. Turkish Airlines branding will appear on the front of Liverpool’s men’s, women’s and academy match shirts.

Ben Latty, Liverpool’s chief commercial officer, pointed to the historical connection between the club and Turkey as a foundation for the new relationship. “The front of the Liverpool shirt holds a special place in the history of our club,” Latty said. “Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built from those special memories back in 2005.”

Latty’s reference to 2005 recalls Liverpool’s fifth European Cup triumph in Istanbul, where the club produced one of football’s most celebrated comebacks against AC Milan in the Champions League final.

Turkish Airlines CEO Ahmet Olmustur welcomed the announcement. “Liverpool Football Club is one of the world’s most recognised and respected football clubs, with an exceptional heritage and a truly global community of supporters,” he said. “We are very pleased that Turkish Airlines will become the club’s Main Club Partner and that our name will take its place on one of the most iconic shirts in world sport.”

Despite the change in front-of-shirt branding, Standard Chartered will not disappear from Anfield entirely — the bank will continue as a global partner from next season. A separate existing deal with Japan Airlines, due to expire in May 2027, also remains unchanged.

Prior to Standard Chartered’s arrival in 2010, Liverpool’s shirt sponsors included Carlsberg, Candy and Crown Paints.