Liverpool agree £300 million Turkish Airlines shirt sponsorship deal from 2027

Terms of the Turkish Airlines agreement

Liverpool Football Club have agreed to a five-year shirt sponsorship contract with Turkish Airlines beginning on 1 June 2027. The agreement is valued at more than £300 million ($405.78 million, or roughly €349 million), generating in excess of £60 million per season. Turkish Airlines will feature on the front of the men's, women's, and academy match shirts, matching the scale of Manchester United's shirt arrangement with Qualcomm.

Club officials view the package as the most lucrative standalone front-of-shirt deal in Premier League history. Comparable high-value agreements, such as Arsenal's partnership with Emirates and Manchester City's deal with Etihad Airways, also bundle stadium naming rights, whereas Anfield continues to operate exclusively under its traditional name.

Succession and shirt sponsorship heritage

The agreement concludes a 17-season partnership with Standard Chartered, which has served as Liverpool's primary shirt sponsor since 2010. Standard Chartered currently pays approximately £50 million per season and held an exclusivity renewal window that expired last year. The financial institution will remain affiliated with Liverpool as a global partner when the airline agreement takes effect.

Chief commercial officer Ben Latty noted that talks had taken place across the market before finalising the deal, referencing Liverpool's 2005 Champions League final victory in Istanbul as part of the shared connection.

The front of the Liverpool shirt holds a special place in the history of our club. 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.

Turkish Airlines becomes the sixth front-of-shirt sponsor in Liverpool's history, following Hitachi, Crown Paints, Candy, Carlsberg, and Standard Chartered.

Corporate expansion and airline portfolio

The agreement expands Turkish Airlines' sports portfolio, which already includes official partnerships with the UEFA Champions League and the Turkish national football team. Liverpool's existing commercial partnership with Japan Airlines will expire in May 2027 before the new contract takes effect. Turkish Airlines chief executive Ahmet Olmustur commented on the strategic alignment between the two organisations.

This partnership brings together two global brands united by their international reach, commitment to excellence and ability to inspire millions of people around the world.

Commercial expansion and ownership context

The commercial agreement arrives after Liverpool posted record revenues of £703 million (€818 million) for the financial year ending 31 May 2025, leading Premier League clubs in the Deloitte Football Money League. Majority owner Fenway Sports Group is also finalising a £2 billion (€2.33 billion) transaction to sell a 38% stake to 1892 Holdings, a consortium led by vice-chairman Amit Bhatia that includes Amazon founder Jeff Bezos and Facebook co-founder Eduardo Saverin.

Sponsorship negotiations with Turkish Airlines began before the stake purchase. Liverpool are also assessing their shirt sleeve partnership with Expedia, which generates between £9 million and £12 million annually and is up for renewal. On the pitch, the club recently completed the transfer of French international Bradley Barcola from Paris Saint-Germain for up to €145 million.