Turkish Airlines will become Liverpool Football Club’s main club partner from June 1 next year, with the airline’s branding appearing on the front of men’s, women’s and Academy match shirts from the start of the 27/28 season.
The five-year deal is worth more than £60m a year to the club, generating more than £300m in total.
Standard Chartered, who have been the main club partner since 2010, will remain on the shirts throughout the current season before transitioning to become a global partner from 27/28.
“This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027,” said Ben Latty, chief commercial officer at LFC.
“The front of the Liverpool shirt holds a special place in the history of our club. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built from those special memories back in 2005.
“This announcement also provides an opportunity to recognise the extraordinary contribution Standard Chartered has made to Liverpool FC over the past 17 years.
“They have been an important part of our journey through an exceptional period in the club’s history, and we are delighted that Standard Chartered will remain part of the Liverpool FC family as a global partner from June 2027.
“As we prepare for this transition, we look forward to this new season and welcoming Turkish Airlines as our main club partner from June 2027.”
Liverpool’s long history of shirt sponsorship started with their partnership with electronics giant Hitachi from 1979 to 1982. They then switched to Crown Paints from 1982 to 1988, Candy from 1988 to 1992, Carlsberg from 1992 to 2010 and Standard Chartered from 2010.
In addition to main shirt sponsors, the club has also ran sleeve sponsorship for Western Union from 2017–2020 and Expedia since 2020–present.
Shirt sponsorships have become more and more lucrative over recent years, as Premier League and Champions League football’s popularity has exploded across the world.
This latest deal with Turkish Arlines underlines the huge commercial attraction of a club that posted record revenues of £703m last year.
