Liverpool announces Turkish Airlines as its new front-of-shirt sponsor, ending 17 years with Standard Chartered. The club agrees a five-year deal worth more than £300 million, with Turkish Airlines replacing Standard Chartered on the front of match shirts.
The sponsorship is set to begin at the start of the 2027-28 season, with multiple outlets citing a value of over £60 million per year, compared with Standard Chartered’s reported roughly £50 million-per-season agreement. Several reports say the branding will appear not only on the men’s first team shirts but also on women’s and academy match kits, making it a broader shift across the club’s teams.
Outlets differ slightly on emphasis and timing details: some describe the move as a first front-of-shirt change since 2010, while others frame it as a record-breaking Premier League commercial agreement. One outlet also links the announcement to wider Middle East airline industry developments, while others focus on the deal’s financial scale and replacement of the existing sponsor. Across coverage, the core terms—sponsor replacement, five-year duration, and total deal value—are consistent.
