LIVERPOOL — Liverpool have announced a new shirt sponsorship deal with Turkish Airlines worth in excess of £60m a year, a five-year agreement that will generate more than £300m for the club when it comes into effect from the start of the 2027-28 season.
Turkish Airlines will replace Standard Chartered on the front of the men’s, women’s and academy match shirts. Standard Chartered has been Liverpool’s main club partner since 2010, a 17-year run, with its current deal understood to be worth around £50m per season. The company will become a global partner of Liverpool from 2027-28.
The agreement positions Liverpool at the top end of Premier League commercial deals and may rank as the most lucrative shirt sponsorship in the competition’s history. The increase from around £50m to more than £60m a year represents a clear uplift in annual value while keeping the club’s front-of-shirt presence across all levels, from the men’s and women’s first teams to the academy.
With more than a season remaining before the switch, Liverpool have secured long-term commercial certainty through 2032 while managing a transition for a long-standing partner. Standard Chartered’s move to global partner status maintains the relationship beyond 2027, giving both parties time to plan activation and branding ahead of the 2027-28 rollout.