Liverpool announce a new front-of-shirt sponsorship agreement with Turkish Airlines, ending Standard Chartered’s long-running presence on the club’s kits. The deal is set to begin at the start of the 2027-28 season and runs for five years, with Liverpool replacing their current front-of-shirt sponsor for the first time in 17 years.
Across outlets, the financial terms are reported as worth more than £300 million in total, equivalent to in excess of £60 million per season, with Standard Chartered’s current front-of-shirt deal described as around £50 million per season. Reports also say Turkish Airlines will become a global partner of Liverpool from 2027-28.
While most coverage focuses on the value and “record-breaking” nature of the arrangement, outlets vary slightly in emphasis: some frame it as one of the most lucrative Premier League front-of-shirt deals, while others note the broader branding change. Multiple sources state Turkish Airlines’ logo will appear on the men’s, women’s, and academy match shirts, meaning the club’s kit branding changes across those teams when the new deal starts.
