Liverpool FC announces Turkish Airlines as new primary shirt sponsor

Liverpool FC officially announced that Turkish Airlines will become its new primary shirt sponsor starting from the 2027-28 season. The five-year deal will see the airline's logo appear on the front of all men's, women's, and academy match kits, replacing Standard Chartered after a 17-year partnership.

The contract is valued at over 347 million euros, with guaranteed annual revenue exceeding 69 million euros, which reports suggest will make it the largest shirt sponsorship deal in Premier League history. While Standard Chartered will no longer feature on the match shirts, the bank will maintain a presence at the club, continuing its long-standing relationship as a Global Partner.

This transition marks the end of one of the longest commercial collaborations in modern football. The partnership with Turkish Airlines is set to commence on June 1, 2027, as part of a strategic shift to maximize the club’s commercial earnings.