What's happened
Liverpool has secured a five-year shirt sponsorship with Turkish Airlines from June 2027, replacing Standard Chartered. The deal, worth in excess of £60 million per season, makes Turkish Airlines the main club partner on the front of shirts for men’s, women’s and academy teams, with Standard Chartered moving to global partner status. The deal is set to be one of the most lucrative in Premier League history.
What's behind the headline?
Analysis
- The move signals Liverpool’s ongoing strategy to maximise shirt sponsorship revenue as part of its broader commercial expansion.
- Turkish Airlines is leveraging its global network to align with a European heavyweight, potentially pressuring other clubs to secure similarly valuable deals.
- This shift could affect the club’s branding priorities, including sleeve deals and other sponsorships that remain under negotiation.
- The deal’s five-year horizon provides stability for Liverpool’s commercial planning, but future terms will depend on performance and market conditions.
How we got here
Liverpool’s shift away from Standard Chartered comes after a 17-year partnership. Turkish Airlines will become the club’s main sponsor from June 2027, while Standard Chartered will transition to a global partner. The deal is part of a broader push by the club to maximise commercial revenue as it pursues a broader portfolio of sponsorships.
Our analysis
- The Guardian (Sept 8, 2026): Lagos of Liverpool shirt deal with Turkish Airlines is valued at over £60m per year; Standard Chartered will become a global partner. - Independent (Sept 8, 2026): Confirms the five-year term and timing from 2027-28; Turkish Airlines will feature on front of shirts for men, women and academy teams. - Bloomberg (Sept 8, 2026): Turkish Airlines will become Liverpool’s main sponsor from June 2027 at more than £60m per season; Standard Chartered will be a junior sponsor.
Go deeper
- What does this mean for Liverpool’s other sponsorships?
- How will Turkish Airlines’ global branding play into Liverpool’s marketing strategy?
- When will fans see the new kit with Turkish Airlines branding?
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