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Liverpool have formally confirmed a major change in their commercial set-up, striking a record £300 million sponsorship agreement with Turkish Airlines that will put a new name on the club’s iconic red shirt. The deal brings to a close a lengthy association with Standard Chartered and underlines Liverpool’s ambition to remain among the financial elite of European football.

A landmark agreement for the Reds

Liverpool have announced that Turkish Airlines will become the club’s new main partner from the 2027-28 season onwards. As per Daily Star, the five-year arrangement is believed to be worth more than £60 million per year, taking the total value of the contract to an impressive £300 million.

The change means the Reds will replace Standard Chartered as their front-of-shirt sponsor, though the London-based bank will not be cutting ties with the club altogether. After serving as principal sponsor since 2010, Standard Chartered will move into the position of a global partner.

End of the Standard Chartered chapter

Ben Latty, Liverpool’s chief commercial officer, spoke about the importance of the development. “This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027,” Latty said to the club’s official website. “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.”

Latty also praised the departing main sponsor, saying: “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 June 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.”

A global heavyweight arrives at Anfield

Turkish Airlines has previously entered into commercial partnerships with top clubs including Barcelona and Borussia Dortmund. However, this agreement with Liverpool will be their first as a primary front-of-kit sponsor.

Ahmet Olmustur, Turkish Airlines CEO, 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.”

Olmustur went on to outline the wider ambitions behind the partnership, adding: “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.”

Commercial strength away from the pitch

The agreement highlights Liverpool’s standing as a commercial force. According to Daily Star, the club currently has more independent retail outlets than any other sporting organisation in the world and has recorded the highest average television audience in Europe across the last six seasons. That enormous reach has enabled the Anfield hierarchy to command premium commercial values, helping the club keep pace with the financial power of Manchester City and Manchester United.

In addition, the Reds’ digital reach was a key factor in attracting such a high-value partner. Liverpool are presently the most active Premier League club on social media, having registered 1.5 billion engagements last season alone. That total is 34 per cent higher than their nearest domestic rival, giving Turkish Airlines a vast worldwide platform.