Liverpool agree £60m-a-year shirt sponsorship deal with Turkish Airlines

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Liverpool have announced a new shirt sponsorship deal with Turkish Airlines worth in excess of £60m a year to the club.The five-year deal will generate more than £300m for Liverpool when it comes into effect from the start of the 2027-28 season. Turkish Airlines will replace Standard Chartered, Liverpool’s main club partner since 2010, on the front of the men’s, women’s and academy match shirts.

Standard Chartered have been Liverpool’s main partner for 17 years and their current deal is understood to be worth around £50m per season. The company will become a global partner of Liverpool from 2027-28.Liverpool believe the deal with Turkish Airlines is the most lucrative shirt deal in Premier League history, although Manchester United claimed their arrangement with Snapdragon is also worth more than £60m a year.

Either way, Liverpool’s new shirt deal underlines the huge commercial pull of a club that posted record revenues of £703m in the financial year ending 31 May 2025. Liverpool’s sleeve sponsorship deal, currently with Expedia for between £9m and £12m a season, is also up for renewal.