Liverpool have agreed to a record-breaking £300m shirt deal, making it the most valuable in Premier League history.
Liverpool has just revealed a huge new shirt sponsorship deal with Turkish Airlines, which is said to be the biggest in Premier League history.
On Tuesday morning, the club announced that Turkish Airlines will take over from their long-time partner, Standard Chartered, as the main sponsor on their shirts starting from the 2027-28 season.
The deal is thought to be worth over £300 million across five years, making it the most valuable sponsorship in the Premier League so far. Turkish Airlines’ logo will appear on the men’s, women’s, and academy team shirts.
Ben Latty, Liverpool’s chief commercial officer, said, “Turkish Airlines is known worldwide with a huge international reach, and we’re excited to start this partnership. We already have a strong connection from special moments back in 2005.”
Earlier this year, Liverpool became the top-earning English club for the first time, making €836 million (£702 million) in revenue, according to Deloitte’s Football Money League. Their £60 million-a-year deal with Standard Chartered played a big part in this, and finance expert Kieran Maguire pointed out that expanding Anfield and hosting events like concerts also helped boost their income.
He explained, “Getting more people into the stadium and more events there, like concerts, brings in extra money. They also grow their megastore business around the world, which adds to their earnings.”
Maguire added, “Making money on non-match days is a smart way to help a club grow, and Liverpool has done well with this.”
Standard Chartered has been Liverpool’s main partner since 2010 but will switch to being a global partner from the 2027-28 season, keeping one of football’s longest partnerships going.
Latty said, “We want to thank Standard Chartered for everything they’ve done for Liverpool over the past 17 years. They’ve been a huge part of our journey during a fantastic time for the club, and we’re happy they’ll stay involved as a global partner from June 2027.”