Turkish Airlines to sponsor Liverpool kit from 2027
Turkish Airlines will replace Standard Chartered as Liverpool's front-of-shirt sponsor next season
- Published
Turkish Airlines will become Liverpool's front-of-shirt sponsor from the start of the 2027-28 season in a £300m deal.
The five-year contract is worth in excess of £60m a season, an increase on the current £50m-per-season deal with Standard Chartered, which has been the club's main partner since 2010 and is the existing front-of-shirt sponsor.
Liverpool believe the agreement with Turkish Airlines is the the most valuable front-of-shirt-only commercial deal in Premier League history.
Both Arsenal and Manchester City have deals with Emirates and Etihad Airways respectively, but those also involve stadium naming rights.
In February, Liverpool announced record revenues of more than £700m for the most recent financial year and were the highest-placed Premier League club in the Deloitte Football Money League.
Turkish Airlines will become only the third different front-of-shirt partner in 35 years at Liverpool, following Carlsberg and Standard Chartered, with Standard Chartered remaining in position throughout this season before transitioning to become a global partner from next season onwards.
The airline will become just the sixth front-of-shirt sponsor in the club's history following Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010) and Standard Chartered (2010-2027).
BBC Sport understands negotiations with Turkish Airlines started well before 1892 Holdings - a consortium led by Liverpool vice-chairman Amit Bhatia - purchased a stake of about 38% in the club last month.
Liverpool chief commercial officer Ben Latty said the front of the shirt "holds a special place in the history" of the club, adding the partnership will build on "strong foundations" from the Reds' Champions League win in Turkish city Istanbul in 2005.
Turkish Airlines chief executive Ahmet Olmustur said: "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."
