Liverpool have secured a record-breaking front-of-shirt sponsorship deal with Turkish Airlines, worth more than £300 million over five years, according to the Times.
The agreement, set to begin ahead of the 2027–28 season, is a major commercial milestone for the club.
This is the one of the most lucrative front-of-shirt sponsorships in Premier League history, setting a new financial benchmark across the division.
Averaging over £60m per season, the new deal represents a significant increase on Liverpool’s current agreement with Standard Chartered, which pays around £50m.
Standard Chartered has been Liverpool’s main kit sponsor since 2010. They will step aside at the end of the 2026–27 campaign and transition to a secondary global partnership role.
The new agreement elevates Liverpool to the top of English football’s commercial landscape.
By surpassing recent high-profile deals, including Manchester United’s contract with Snapdragon, Liverpool have once again underlined their brand’s global value.
The deal secures prime exposure for Turkish Airlines on Liverpool’s kit, guaranteeing worldwide visibility across domestic and European competitions.
Guaranteed revenue of over £300m across five years provides Liverpool with crucial financial security.
The annual income boost enhances flexibility under UEFA’s Financial Fair Play rules and the Premier League’s Profitability and Sustainability Rules (PSR).
This stable stream allows the club to maintain a strong wage structure and invest in marquee signings without relying solely on player sales or external investment.
The partnership also unlocks international marketing opportunities, particularly through Turkish Airlines’ global network.
Liverpool will be able to expand fan engagement initiatives across emerging markets where their support is rapidly growing.
