Standard Chartered’s name will disappear from the front of Liverpool’s shirt in the summer of 2027, ending a partnership that has run since the 2010-11 season. In its place will be Turkish Airlines, under a five-year contract announced by the club on Tuesday.
The airline’s logo will appear on men’s, women’s and academy match shirts from the 2027-28 season, with the agreement formally starting on 1 June 2027. Reported figures put the total value at £300m, in excess of £60m a season, which Liverpool describe as the most valuable front-of-shirt-only commercial deal in Premier League history.
Arsenal’s Emirates agreement and Manchester City’s Etihad partnership both bundle stadium naming rights into the same package, which Liverpool argue puts their new contract in a separate category. Manchester United’s Snapdragon shirt sponsorship is reported to be worth around £60m a year, while Arsenal’s front-of-shirt fee with Emirates rises from £65m to £75m across the current cycle.
The Istanbul connection
For Liverpool supporters, Istanbul is not a neutral word. The 2005 Champions League final, when the club came back from three goals down to beat AC Milan on penalties, was played at the Atatürk Olympic Stadium. Turkish Airlines is based in the same city, and both parties leaned on that memory in the announcement.
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“This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027,” Ben Latty, Liverpool’s chief commercial officer, said.
“The front of the Liverpool shirt holds a special place in the history of our club.”
Turkish Airlines chief executive Ahmet Olmustur said:
“Liverpool Football Club is one of the world’s most recognised and respected football clubs, with an exceptional heritage.”
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“This partnership brings together two global brands united by their international reach, commitment to excellence and ability to inspire millions.”
Standard Chartered stays, in a different role
Standard Chartered will keep its position on the shirt throughout the 2026-27 season before shifting to a global partner role from 2027-28. The bank’s current arrangement is reported to be worth around £50m a season, meaning Liverpool’s headline shirt income is set to rise by at least £10m a year once the new contract takes effect.
Turkish Airlines will become only the sixth front-of-shirt partner in the club’s history, following Hitachi, Crown Paints, Candy, Carlsberg and Standard Chartered. The first shirts carrying the airline’s branding are due to be unveiled ahead of the 2027-28 Premier League season.
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