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Turkish Airlines will become Liverpool FC’s main shirt sponsor from the 2027-28 season, ending British banking group Standard Chartered’s 17-year run as the club’s main partner, according to a statement on Tuesday.
Türkiye’s flag carrier will take over the role in June 2027 under an agreement that club sources value at more than £300 million ($405 million) over five years, or £60 million per year, Bloomberg reported. Liverpool’s current deal with Standard Chartered is reportedly worth £50 million annually.
The airline’s branding will feature on the front of Liverpool’s men’s, women’s and Academy match shirts once the new season gets underway.
Liverpool chief commercial officer Ben Latty welcomed the deal, describing it as a "milestone announcement." He also thanked Standard Chartered for its contribution during the partnership and confirmed that the bank will continue its relationship with Liverpool after leaving the main shirt position.
Turkish Airlines CEO Ahmet Olmustur described the agreement as a major step for the airline’s involvement in international sport and welcomed the chance to have its name displayed on Liverpool’s shirt.
"Liverpool Football Club is one of the world’s most recognized and respected football clubs, with an exceptional heritage and a truly global community of supporters," Olmustur said.
The airline’s chief executive also pointed to its international network as a central part of the partnership, with Turkish Airlines connecting people, cultures and continents.
The move from the Turkish carrier comes as airlines have long used Premier League clubs to expand their presence in global markets, capitalizing on the competition’s vast international following and broadcast reach.
The Premier League describes itself as the "most-watched league on the planet," with its matches shown in 920 million homes across 189 countries, giving sponsors access to audiences well beyond clubs’ domestic markets.
Airlines have been particularly prominent among the league’s major sponsors, using front-of-shirt deals to put their brands in front of millions of international viewers while linking their networks with some of the world’s most recognizable football clubs.
Emirates has partnered with Arsenal since 2006 and will remain the club’s front-of-shirt, training-kit and stadium naming-rights partner through 2033. The renewed agreement is estimated to be worth up to £70 million per season, although the clubs have not disclosed financial terms.
Etihad Airways has also maintained a long-running sponsorship relationship with Manchester City, including shirt and stadium naming rights.
Its 2011 agreement was valued at up to £400 million over 10 years, although the package covered more than shirt sponsorship, including stadium naming rights and investment around the club’s campus.
The sponsorship deal would mark Turkish Airlines' largest ever, as the carrier has steadily expanded its presence in global sports through partnerships spanning football, basketball, golf and other major events.
The airline is the main sponsor of the Turkish Football Federation and supports Galatasaray with sleeve sponsorship and transportation, while also serving as the official transportation sponsor of Trabzonspor and Basaksehir.
Its international portfolio also includes the UEFA Champions League, where Turkish Airlines became the competition's first airline partner in 2022, alongside sponsorship of the UEFA Super Cup, UEFA Futsal Champions League finals and UEFA Youth League finals.
Beyond football, the carrier sponsors the Turkish Basketball Federation, Turkish Airlines Open and Turkish Airlines World Golf Cup, as well as the CHIO Aachen equestrian tournament. It also backs the Presidential Cycling Tour of Turkiye, Turkish Volleyball Federation and Turkish Handball Federation.
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