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

Liverpool officially announced a major front-of-shirt sponsorship partnership with Turkish Airlines. The five-year contract will officially 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 sponsor in 17 years.

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

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

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

Liverpool have had only six main front-of-shirt 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 jersey 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 CEO Ahmet Olmuştur said: “Liverpool is one of the most globally recognized clubs with a rich heritage and a fan base spread around the world. We are delighted that our name will appear on this iconic shirt. Sport has the power to cross borders and bring communities together, and we look forward to starting a new chapter with Liverpool and Reds fans worldwide.”