Liverpool announced Turkish Airlines as its new front-of-shirt sponsor from the 2027/28 season in a five-year agreement reported at £300 million, a record for a pure front-of-shirt Premier League deal.
Deal reported at £300 million over five years, starting 2027/28 — more than £60 million per season vs the current £50 million-per-season with Standard Chartered.
Liverpool’s recent financial strength: record revenues above £700 million and top Premier League placing in the Deloitte Football Money League.
# What happened
# Why the number matters A reported £300 million across five seasons implies more than £60 million per season. That would be an increase on Liverpool's existing front-of-shirt arrangement with Standard Chartered, which is worth about £50 million per season. Media coverage describes the new agreement as the most lucrative purely front-of-shirt deal in Premier League history.
# Commercial context Liverpool recorded revenues of more than £700 million in the most recent financial year and were the highest-placed Premier League club in the Deloitte Football Money League. The club's commercial team framed the new sponsor as building on recent successes, including the club's 2005 Champions League final win in Istanbul.
# Who Turkish Airlines is and why it fits Turkish Airlines is Turkey's national flag carrier and says it serves 356 destinations in 132 countries. The company is linked to the Turkish state: 49.1% of its shares are owned by the country's wealth fund. Its network centres on Istanbul airport, which overtook London Heathrow as Europe's busiest airport during the July summer peak with more than eight million travellers.
# Deal timing and ownership background Talks with Turkish Airlines reportedly began before a recent ownership change at Liverpool. A consortium called 1892 Holdings, led by Amit Bhatia, purchased roughly a 38 percent stake in the club last month. That ownership move provides fresh context for commercial negotiations underway at Anfield.
# How this compares to other Premier League deals Previous large deals often bundled shirt sponsorship with other commercial elements such as stadium naming rights. Those arrangements include Arsenal and Manchester City with partners that also have stadium ties. Liverpool's home stadium remains Anfield and is not part of the new deal.
# Practical implications for fans and the club
# Bottom line If the reported £300 million figure is correct, the agreement significantly raises Liverpool's front-of-shirt value and reflects the club's strong commercial position following record revenues. The deal pairs a globally expanding airline with one of English football's biggest brands and follows recent shifts in the club's ownership structure.
New deal is believed to be the most lucrative purely front-of-shirt agreement in Premier League history.
At the end of the 2026-27 season, Liverpool will have had Standard Chartered as their primary shirt sponsor for 17 years. For the 18 years before that, Carlsberg were the shirt sponsor. Both sponsors crossed managerial eras, saw badge changes, and became associated with the front of a Liverpool kit to the point they al
Turkish Airlines will appear on the front of Liverpool’s men’s, women’s and Academy match shirts from the start of the 2027-28 season.
Liverpool’s commercial portfolio carries a logic to it. Standard Chartered has held the front of the shirt since 2010. AXA landed the training kit and naming rights to the Kirkby facility in 2019, a deal extended to 2029. Ladbrokes joined as the club’s official betting partner, covering Anfield branding and the Women’s
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