Turkish Airlines signs £300 million deal to sponsor Liverpool shirts

Turkish Airlines will take over as Liverpool's front-of-shirt sponsor starting in the 2027-28 season, securing a five-year contract valued at £300 million. This deal exceeds £60 million per season, surpassing the current £50 million annual agreement with Standard Chartered, Liverpool's partner since 2010.

The shift in sponsorship comes as Liverpool seeks to enhance its commercial revenue and capitalize on its global brand. The club has been looking for a lucrative deal that reflects its stature in the Premier League and worldwide. Turkish Airlines aims to boost its visibility and strengthen its brand through a partnership with one of Europe’s most famous football clubs.

Liverpool officials believe this agreement is the most valuable front-of-shirt-only commercial deal in Premier League history. Other major deals, such as those involving Arsenal and Manchester City with Emirates and Etihad Airways, include stadium naming rights, which sets Liverpool's contract apart as strictly focused on shirt sponsorship.

Looking ahead, this deal not only marks a significant financial boost for Liverpool but also underscores the increasing competition among top clubs to secure high-value sponsorships. The partnership with Turkish Airlines is expected to enhance Liverpool's global reach and help the airline further establish its presence in international markets, making this a pivotal moment for both entities.