Weeks after securing new investment worth £1.65bn Liverpool Football Club announces a new £300m short sponsorship deal. Tony McDonough reports
Liverpool FC says Turkish Airlines will be its new front-of-shirt sponsor from the the start of the 2027/28 season.
Worth a reported £300m over five years, the deal sees the end of Standard Chartered sponsorship of Liverpool FC’s shirts after 17 years. Standard Chartered will remain a commercial partner of the club.
This announcement comes just weeks after a consortium of investors, including Amazon founder Jeff Bezos and Amit Bhatia, bought a 30% stake in the club for around £1.65bn.
This agreement with Turkish Airlines, which will have its branding on both the men’s and women’s shirts, is worth £60m a season, around £10m more than the previous deal.
Ben Latty, chief commercial officer at LFC, 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.
Ahmet Olmustur, Turkish Airlines chief executive, added: “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.”