Liverpool FC will wear Turkish Airlines on its shirt from the 2027-28 season under a five-year deal worth £300m. The agreement ends Standard Chartered’s 17-season partnership.
Turkish Airlines Signs Five-Year Liverpool Shirt Sponsorship Deal from 2027-28 Season
Overview of the deal announcement
Liverpool announced the shirt sponsorship on 8 September 2026. Turkish Airlines becomes the club’s front-of-shirt partner from 2027-28.
The deal runs for five seasons through 2031-32.
Key terms: £300m five-year agreement and start date
The contract is valued at £300m total. That equates to about £60m per season.
It starts after Standard Chartered’s contract expires at the end of the 2026-27 season.
| Sponsor | Term | Reported Annual Value | Duration |
|---|---|---|---|
| Standard Chartered | 2009-2027 | Undisclosed, reported ~£40m per year in final years | 17 seasons |
| Turkish Airlines | 2027-2032 | ~£60m per year | 5 seasons |
Official statements from Liverpool FC and Turkish Airlines
Liverpool said the partnership aligns with its global ambitions. The club cited Turkish Airlines’ network reach.
Turkish Airlines said the deal supports its brand exposure in the UK and Europe. No additional commercial terms were disclosed.
Why Turkish Airlines is Replacing Standard Chartered
Standard Chartered ends Liverpool FC shirt deal after 17 seasons
Standard Chartered’s shirt sponsorship ends after the 2026-27 season. The bank first appeared on Liverpool shirts in 2009-10.
The exit concludes the longest continuous shirt sponsorship in Liverpool’s modern history.
Timeline of Standard Chartered partnership 2009-2027
2009-10: First season with Standard Chartered branding.
2019: Deal extended to 2023, later extended to 2027.
2027: Contract ends.
Reasons for exit and Liverpool’s sponsorship strategy shift
Standard Chartered did not renew. Liverpool is pursuing higher-value commercial deals across categories.
The club is increasing revenue ahead of new Premier League media cycles.
Financial and Commercial Impact of the Liverpool Turkish Airlines Deal
£300m valuation vs previous Standard Chartered deal
The £300m total represents a step up in reported annual value.
Liverpool has not confirmed comparative figures for the outgoing deal.
Revenue boost for Liverpool and Premier League benchmarking
The deal adds to Liverpool’s commercial income from sponsorship, retail and media.
It places Liverpool among top Premier League earners from shirt sponsorship.
What the sponsorship means for Turkish Airlines global brand exposure
Turkish Airlines gains visibility at Anfield and in global broadcasts.
The airline operates to more than 350 destinations. Football provides brand access in key markets.
Fan and Market Reaction to Liverpool Shirt Sponsor Change
Fan sentiment on Turkish Airlines kit branding
Reaction is mixed online. Some fans welcome a new global partner. Others note the change after a long association with Standard Chartered.
Comparison with previous shirt sponsors
Liverpool’s previous shirt sponsors include Carlsberg and Standard Chartered. The Turkish Airlines deal is the first airline front-of-shirt partner.
Media coverage from BBC, Bloomberg and The Athletic
BBC Sport reported the five-year term and start date.
Bloomberg reported Standard Chartered’s exit after 17 seasons.
The Athletic reported the £300m valuation and 2027-28 start.
What Happens Next for Liverpool Kit and Sponsorship
2027-28 season kit launch expectations
Kit manufacturers will unveil designs with Turkish Airlines branding in summer 2027.
Retail rollout is expected ahead of the new season.
Remaining front-of-shirt commercial slots and partners
Training wear and sleeve sponsors remain separate commercial assets.
Liverpool continues to sell additional partnership inventory.
Long-term implications for Liverpool commercial growth
The deal provides commercial stability through 2032.
It supports the club’s target for sustained revenue growth.
FAQ
When does Turkish Airlines become Liverpool shirt sponsor?
From the 2027-28 season.
How much is the Turkish Airlines Liverpool deal worth?
£300m over five years.
Why did Standard Chartered leave Liverpool?
The bank’s contract ends in 2027 and was not renewed.
💡 Frequently Asked Questions (FAQ)
- Q: When does Turkish Airlines become Liverpool’s shirt sponsor?
- A: From the 2027-28 season through 2031-32, after Standard Chartered’s contract expires at the end of 2026-27.
- Q: How much is the Turkish Airlines Liverpool sponsorship worth?
- A: £300m over five seasons, approximately £60m per season.
- Q: Why is Standard Chartered leaving Liverpool?
- A: Standard Chartered’s 17-season partnership ends after 2026-27, concluding the longest continuous shirt sponsorship in Liverpool’s history.
Extended Reading
The Athletic reported the five-year shirt sponsorship deal and start date.
BBC Sport covered the announcement and Standard Chartered exit.
Bloomberg reported Standard Chartered ends Liverpool FC shirt deal after 17 seasons.