Liverpool confirm new £300m kit deal as sponsor changes after 17 years

Liverpool have confirmed Turkish Airlines will become their new main club partner and front of kit sponsor from the 2027/28 season

Liverpool have announced Turkish Airlines will replace Standard Chartered as their new main shirt sponsor from next season in a deal that will net the club in the region of £300million.

The five-year agreement represents the first change in the club's main partner in 17 years and is believed could be worth in excess of £60m a year, with the airline’s branding appearing on the front of the men’s, women’s and Academy match shirts from the start of the 2027/28 campaign.

London-based Standard Chartered, who have been the main front of kit sponsor since 2010, will continue their partnership with the club by becoming a global partner from next season onwards.

The current deal with Standard Chartered signed in July 2022 is thought to be worth around £50m a year with Liverpool having been seeking an offer at least more in line with the £60m-a-year agreement Manchester United currently have with Qualcomm Technologies, Inc., more commonly known as Snapdragon.

Standard Chartered had an exclusive negotiation window as part of their agreement with Liverpool that passed last year, which opened the door for negotiations with Turkish Airlines.

The airline - which flies to more countries than any other airline in the world and is regarded the fourth biggest airline in the world - have previously had commercial deals with the likes of Manchester United, Barcelona and Borussia Dortmund, but none as front of kit sponsor or main club partner.

They become only Liverpool's third different front of shirt sponsor in 35 years and will follow Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010) and Standard Chartered as main kit sponsors.

Ben Latty, chief commercial officer, Liverpool FC, said: “This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027.

“The front of the Liverpool shirt holds a special place in the history of our club. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built from those special memories back in 2005.

“This announcement also provides an opportunity to recognise the extraordinary contribution Standard Chartered has made to Liverpool FC over the past 17 years. They have been an important part of our journey through an exceptional period in the club’s history, and we are delighted that Standard Chartered will remain part of the Liverpool FC family as a global partner from June 2027.

“As we prepare for this transition, we look forward to this new season and welcoming Turkish Airlines as our main club partner from June 2027.”

Ahmet Olmustur, Turkish Airlines CEO, said: “Liverpool Football Club is one of the world’s most recognised and respected football clubs, with an exceptional heritage and a truly global community of supporters. We are very pleased that Turkish Airlines will become the Club’s Main Club Partner and that our name will take its place on one of the most iconic shirts in world sport.

“The agreement also marks an important new chapter in Turkish Airlines’ long-standing support for global sport. We believe in the unique power of sport to transcend borders and bring communities together. As we begin this new chapter, we look forward to moving forward together with Liverpool FC and its supporters around the world.”

Liverpool are looking to continue expanding their commercial arm, and have more standalone retail stores than any other team in world sport while averaging a higher average television audience per season than any other major European team over the last six years.

The Reds are also the most engaged Premier League club on social media with 1.5billion last season, which is 34% more than the next club.

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