Liverpool reportedly lines up £300M front-of-shirt sponsorship deal with Turkish Airlines

Liverpool FC has reportedly agreed to a £300M, five-year front-of-shirt sponsorship deal with Turkish Airlines, set to kick in starting the 2027/28 season. If confirmed, the arrangement would represent one of the most valuable shirt sponsorship deals in Premier League history and a massive upgrade from the club’s current commercial terms.

The deal would value the sponsorship at roughly £60M per year, a significant jump from the approximately £50M annually that Standard Chartered currently pays to occupy the front of Liverpool’s famous red shirt.

What we know about Liverpool’s sponsorship timeline

Liverpool’s relationship with Standard Chartered stretches back to the 2010/11 season, making it one of the longest-running shirt sponsorship partnerships in English football. That deal expires at the end of the 2026/27 campaign, which means the club has been actively shopping for its next front-of-shirt partner.

Some industry estimates had pegged the club’s target at £70M or more per year. At £60M per year, the reported Turkish Airlines figure would land below that upper target but still represent a roughly 20% increase over the Standard Chartered terms.

Liverpool’s commercial machine keeps growing

Liverpool posted record commercial revenues of £323M for the 2024-25 fiscal year. A significant chunk of that growth came from a new kit supply agreement with Adidas, reportedly worth around £90M per year, which began with the 2025/26 season.

Turkish Airlines previously had a more limited relationship with Liverpool, involving tourism and supplier partnerships over a decade ago. A front-of-shirt deal would represent an entirely different magnitude of commitment from the Istanbul-based airline.

The reported agreement also carries geopolitical undertones that are hard to ignore. Turkish Airlines is majority-owned by the Turkish government’s sovereign wealth fund, placing it in a similar category to the state-adjacent sponsorships that have become increasingly common across European football.

Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.