Premier League's Most Expensive Front-of-Shirt Sponsorship Born! Liverpool Sign 5-Year £300 Million Deal with Turkish Airlines, Ending Standard Chartered Era

Liverpool FC officially announced a major front-of-shirt sponsorship agreement with Turkish Airlines. The five-year deal will take effect in 2027, with a total value of around £300 million and an annual value of approximately £60 million. It will also mark the Reds' first change of main shirt-front sponsor in 17 years.

The sponsorship agreement will place Turkish Airlines' brand logo on the front of the match shirts of Liverpool's men's team, women's team, and youth academy squads, significantly increasing the airline's global exposure. The £60 million annual commercial income will strengthen Liverpool's commercial revenue and provide more funding for player recruitment and infrastructure upgrades.

Standard Chartered Bank, which has served as Liverpool's main shirt-front sponsor since 2010, will no longer occupy the front-of-shirt position after the 2027-28 season and will instead become a global partner of the club, continuing the partnership.

The annual value of the new contract has surpassed Standard Chartered's current £50 million-per-year sponsorship and is considered the highest-value single front-of-shirt sponsorship deal in Premier League history, highlighting Liverpool's significant commercial appeal in the global market.

Liverpool have had only six main shirt-front sponsors in their history: Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010), Standard Chartered (2010-2027), and the newly signed Turkish Airlines.

Liverpool chief commercial officer Ben Latty said: "This is a milestone announcement for the club, and we are delighted that Turkish Airlines will become our main partner from June 2027. The front-of-shirt position on Liverpool's kit holds special significance in the club's history. Turkish Airlines is a global giant, and we look forward to building a deep partnership together."

Turkish Airlines chief executive officer Ahmet Olmustur said: "Liverpool is one of the most globally recognized clubs with a rich heritage and a worldwide fan base. We are delighted that our name will appear on this iconic shirt. Sport has the power to cross borders and unite communities, and we look forward to beginning a new chapter with Liverpool and Reds fans around the world."