Liverpool agrees £300m shirt deal with Turkish Airlines

Liverpool FC has agreed a front-of-shirt sponsorship deal with Turkish Airlines, the Istanbul-based flag carrier of Turkey, reportedly worth £300 million over five years from the 2027/28 season, ending Standard Chartered's 17-year run as the club's shirt sponsor and lifting the club's annual shirt sponsorship income by around £10 million to £60 million a season. The announcement follows weeks after a consortium including Amazon founder Jeff Bezos and Amit Bhatia bought a 30% stake in the club for around £1.65 billion. Turkish Airlines branding will appear on both the men's and women's shirts, while Standard Chartered will remain a club commercial partner.

Liverpool FC is an English Premier League football club based at Anfield, majority owned by US-based Fenway Sports Group, which recently sold a 30% stake to a consortium including Amazon founder Jeff Bezos and Amit Bhatia for around £1.65 billion.

Turkish Airlines is Turkey's flag carrier, headquartered in Istanbul, operating a fleet of more than 500 aircraft to over 350 destinations in more than 130 countries and reporting revenue of $24.1 billion in 2025. The airline is a Star Alliance member and has held a previous sponsorship association with Liverpool dating back to 2005.

The deal lands within weeks of Liverpool's ownership restructuring, giving the incoming Bezos-Bhatia consortium a fresh, higher-value commercial headline shortly after completing its investment in the club.

Liverpool chief commercial officer Ben Latty said the front of the Liverpool shirt holds a special place in the club's history, and that the partnership builds on foundations already established with Turkish Airlines through the club's 2005 Champions League connections in Istanbul.

Turkish Airlines chief executive Ahmet Olmustur said Liverpool is one of the world's most recognised and respected football clubs, and that the airline was pleased its name would take its place on one of the most iconic shirts in world sport.

For the sector, retaining Standard Chartered as a lower-tier commercial partner rather than ending the relationship outright illustrates how top-tier clubs increasingly restructure long-standing sponsors into secondary categories when a higher-value front-of-shirt offer emerges, preserving existing commercial relationships rather than discarding them.

Source: Liverpool Business News