Liverpool has reached an agreement to switch their shirt sponsor for the first time in 17 years. From the start of the 2027/28 season, Turkish Airlines will usurp Standard Chartered, with the five-year deal estimated to deliver the Merseysiders more than £60m each year.
The total value of the contract will exceed £300m, significantly increasing from the current agreement with Standard Chartered, which is worth around £50m per season.
Ahmet Olmustur, the CEO of Turkish Airlines, expressed his excitement, stating:
"Liverpool is one of the most recognisable and respected football clubs in the world, with a remarkable history and truly global fanbase.
We are thrilled that Turkish Airlines will become the club's main partner, and our name will feature on one of the most iconic shirts in world sports.
This agreement also marks a new chapter in Turkish Airlines' long-standing support for global sports. We believe in the unique ability of sports to transcend borders and bring people together.
As we embark on this new journey, we look forward to joining Liverpool and its fans around the world."
The deal comes against a backdrop of rising commercial revenues for Liverpool. For the financial year ending May 31, 2025, the club recorded record revenues of £703m.
Additionally, Liverpool will need to address their sleeve sponsorship. Their current agreement with Expedia, valued at £9-12m per season, is also nearing its conclusion.
