Liverpool have officially confirmed a major change in their commercial setup, agreeing a record £300 million sponsorship arrangement with Turkish Airlines that will put a new name on the club’s iconic red shirt. The deal brings an end to the club’s long association with Standard Chartered and underlines Liverpool’s ambition to challenge at the very highest level of European football’s financial landscape.

A landmark agreement for the Reds

Liverpool have announced that Turkish Airlines will become their new main club partner from the 2027-28 season onwards. As per Daily Star, the five-year agreement is believed to be worth more than £60 million per year, taking the overall value of the partnership to an eye-catching £300 million.

This development means the Reds will move away from Standard Chartered as their front-of-shirt sponsor, though the London-based bank will not be cutting ties with the club altogether. After serving as principal sponsor since 2010, Standard Chartered will move into the position of global partner.

End of the Standard Chartered era

Ben Latty, Liverpool’s chief commercial officer, spoke about the importance of the development. “This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027,” Latty told the club’s official website. “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.”

Latty also praised the departing main sponsor, saying: “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.”

A global giant arrives at Anfield

Turkish Airlines has previously entered into commercial partnerships with top clubs including Barcelona and Borussia Dortmund. However, the Liverpool agreement is their first move into a primary front-of-kit sponsorship role.

Ahmet Olmustur, chief executive officer of Turkish Airlines, 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.

“As the airline that flies to more countries than any other, connecting people, cultures and continents is at the heart of who we are. This partnership brings together two global brands united by their international reach, commitment to excellence and ability to inspire millions of people around the world.”

Olmustur went on to outline the wider ambitions behind the partnership, adding: “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.”

Commercial strength away from the pitch

The agreement highlights Liverpool’s standing as a commercial force. According to Daily Star, the club currently has more independent retail outlets than any other sporting organisation in the world and has posted the highest average television audience in Europe across the last six seasons. That vast reach has enabled the Anfield hierarchy to command elite-level commercial figures, helping the club stay competitive with the financial power of Manchester City and Manchester United.

In addition, the Reds’ digital presence was a key factor in landing such a lucrative partner. Liverpool are presently the most active Premier League club across social media, having generated 1.5 billion engagements last season alone. That total is 34 per cent higher than their nearest domestic rival, giving Turkish Airlines access to an enormous worldwide platform.