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Turkish Airlines has announced a record sponsorship deal with Premier League side, Liverpool, that make it main sponsor from June 1, 2027, appearing on the front of the men’s, women’s and academy shirts.
The announcement marks the next chapter in Liverpool FC’s commercial history and will represent the first change to the Club’s Main Club Partner in 17 years, replacing Standard Chartered Bank.
Sponsorship Fee
Liverpool did not state the sponsorship fee but the BBC reports that the five-year contract is worth in excess of £60m a season, an increase on the current £50m-per-season deal with Standard Chartered, which has been the club’s main partner since 2010 and is the existing front-of-shirt sponsor.
The deal has been described as the most lucrative front-of-shirt deal in Premier League history.
Arsenal’s £70m-per-year sponsorship deal with fellow airline, Emirates, includes naming rights to their North London stadium, Emirates Stadium.
History of Liverpool Shirt deal
Turkish Airlines becomes the club’s sixth front-of-shirt sponsor after Hitachi, Crown Paints, Candy, Carlsberg and Standard Chartered Bank.
From banking to aviation
sportbusinessbrand.com reports that the deal brings together two organisations with a shared international reach and a commitment to connecting people around the world.
LFC’s supporter base spans every continent, while Turkish Airlines connects people, cultures and destinations around the world through its extensive international flight network, flying to more countries than any other airline from its Istanbul hub.
The new partnership will also mark a significant moment in the history of the LFC shirt.
The front of the shirt is one of the most recognisable positions in world sport and one that the Club has historically reserved for long-term and meaningful partnerships.
From 2027, Turkish Airlines will become part of that history as Liverpool FC enters a new chapter both on and off the pitch.
Speaking on the deal, Turkish Airlines CEO Ahmet Olmuştur said: “Liverpool Football Club is one of the world’s most recognised and respected football clubs, with an exceptional heritage and a truly global community of supporters. We are very pleased that Turkish Airlines will become the Club’s Main Club Partner and that our name will take its place on one of the most iconic shirts in world sport.
“As the airline that flies to more countries than any other, connecting people, cultures and continents is at the heart of who we are. This partnership brings together two global brands united by their international reach, commitment to excellence and ability to inspire millions of people around the world.
“The agreement also marks an important new chapter in Turkish Airlines’ long-standing support for global sport. We believe in the unique power of sport to transcend borders and bring communities together. As we begin this new chapter, we look forward to moving forward together with Liverpool FC and its supporters around the world.”
Reacting, Liverpool FC Chief Commercial Officer, Ben Latty said “This is a milestone announcement for Liverpool FC and we are delighted to welcome Turkish Airlines as our Main Club Partner from June 2027.
“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 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.”
