Turkish Airlines (THY) will become Liverpool FC’s new main partner from the 2027/28 season, replacing Standard Chartered after 17 years. The five-year agreement is reportedly worth more than £300 million, with the airline expected to generate over £60 million in annual sponsorship revenue for the club.
The partnership will begin on June 1, 2027, marking the end of Standard Chartered’s long-standing position on the front of Liverpool’s shirts. Turkish Airlines’ logo will feature on the front of the men’s, women’s and academy teams’ shirts from the start of the 2027/28 campaign.
According to reports in the British media, the deal is worth more than £300 million over five years, making it one of the most significant commercial partnerships in Liverpool’s history.
Standard Chartered to remain as Global Partner
Standard Chartered will retain its position as Liverpool’s main partner until the end of the 2026/27 season. From June 2027, the financial services group will continue its relationship with the club as a Global Partner.
The transition will therefore allow Liverpool to maintain its long-standing relationship with Standard Chartered while opening one of its most valuable commercial assets to a new global brand.
A major step in Turkish Airlines’ sports strategy
For Turkish Airlines, the Liverpool agreement represents another major expansion of its global sports marketing strategy.
The airline, which is headquartered in Istanbul and operates an extensive international network, will be able to leverage Liverpool’s global fan base across multiple markets. The partnership also creates a direct commercial link between the airline’s international reach and one of football’s most recognisable brands.
Turkish Airlines CEO Ahmet Olmuştur said the agreement brings together two global brands with international reach and a shared focus on connecting people and communities through sport.
Liverpool’s commercial director Ben Latty described the partnership as an important milestone for the club, highlighting the significance of the front-of-shirt position and Turkish Airlines’ global footprint.
A new benchmark for Liverpool’s shirt sponsorship
The deal also underlines the growing commercial value of Liverpool’s shirt inventory.
Standard Chartered’s 17-year tenure will come to an end after the 2026/27 season, while Turkish Airlines will take over the front-of-shirt position for all three of Liverpool’s senior and academy teams.
With an annual value reportedly exceeding £60 million, the agreement gives Liverpool a substantial new commercial revenue stream while providing Turkish Airlines with one of the most prominent branding positions in global football.
The new partnership will officially begin in June 2027, with Turkish Airlines becoming Liverpool’s main partner from the 2027/28 season.