Liverpool Signs £300 Million Shirt Deal with Turkish Airlines

In a move that will reshape the club’s visual identity, Liverpool announced on Thursday that Turkish Airlines will become the Reds’ front‑of‑shirt sponsor from the start of the 2027‑28 campaign. The five‑year partnership is reportedly worth in excess of £300 million – roughly £60 million a season – making it the most lucrative shirt‑only deal ever struck in the Premier League.

Sources who asked to stay anonymous confirmed the figure, noting that it eclipses the £50 million per‑season cash flow Standard Chartered has been providing since 2010. That bank took over from Carlsberg back in 2010, and before that the club’s shirts carried the logos of Hitachi, Crown Paints, Candy and Carlsberg – a short list that now grows to include Turkish Airlines as the sixth front‑of‑shirt partner in Liverpool’s long history.

“This is a milestone announcement for us,” said Ben Latty, Liverpool’s chief commercial officer, who led the negotiations. “The front of the Liverpool shirt holds a special place in the club’s heritage. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to building a strong relationship together.”

Turkish Airlines echoed the sentiment, with CEO Ahmet Olmustur calling Liverpool “one of the world’s most recognised and respected football clubs” and expressing pride at having its name on “one of the most iconic shirts in world sport”.

The deal arrives just as Standard Chartered is set to remain involved as a global partner, shifting from front‑of‑shirt branding to a broader commercial relationship after its current contract expires at the end of the 2026‑27 season.

From a commercial perspective, Liverpool’s new agreement dwarfs most of its rivals. Manchester United’s Snapdragon deal with Qualcomm has been reported at around £60 million a year, putting the two clubs on a near‑equal footing. Manchester City’s Etihad partnership is larger, but it also includes stadium naming rights, as does Arsenal’s long‑standing Emirates deal. By contrast, clubs outside the so‑called “big six” are signing far smaller contracts – Aston Villa’s Visit Rwanda deal tops out at about £20 million a season, a fraction of what Liverpool will receive.

In the broader context of Premier League finance, where commercial revenue has become a lifeline amid tighter financial regulations, Liverpool’s windfall could prove pivotal. It not only boosts the club’s balance sheet but also highlights the growing disparity between the league’s elite and its lower‑ranked counterparts.

Existing partnerships remain untouched; Japan Airlines will continue as a global airline partner until its contract expires next May, after which Turkish Airlines will take the mantle as the primary airline sponsor.