Turkish Airlines to Become Liverpool FC’s Main Sponsor: A Record-Breaking Premier League Deal

In a move that signals a new era of commercial dominance, Liverpool FC has announced a landmark partnership with Turkish Airlines. Starting from the 2027-28 season, the global aviation giant will take over as the club’s primary shirt sponsor, marking one of the most significant financial agreements in the history of the Premier League.

The Financials: A Massive Leap in Revenue

The details of the agreement are staggering. The new five-year deal is expected to generate more than £300 million for the club, with an annual valuation exceeding £60 million. This represents a substantial increase over the previous arrangement with Standard Chartered, which was understood to be worth approximately £50 million per season.

While Manchester United has previously claimed a similar valuation with their Snapdragon partnership, Liverpool believes this deal with Turkish Airlines could be the most lucrative shirt sponsorship the Premier League has ever seen.

Key Highlights of the Agreement:

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• Start Date: June 2027 (2027-28 Season).
• Total Value: £300m+ over five years.
• Annual Value: £60m+ per year.
• Coverage: Men’s, women’s, and academy match shirts.
• Transition: Standard Chartered will move to a global partner role from 2027.

Commercial Dominance and Global Investment

This partnership is not an isolated event but part of a broader strategy of financial growth. Liverpool continues to prove its massive commercial appeal, having posted record revenues of £703 million in the financial year ending May 31, 2025.

Furthermore, the club’s ownership, Fenway Sports Group (FSG), is poised for another financial milestone. FSG is set to realize £2 billion from the sale of a 38% stake to 1892 Holdings. This powerhouse consortium is led by Amit Bhatia and includes some of the world’s most influential figures, such as Amazon founder Jeff Bezos and Facebook co-founder Eduardo Saverin.

A Connection Rooted in History

The partnership with Turkish Airlines carries an emotional weight that goes beyond numbers. Ben Latty, Liverpool’s Chief Commercial Officer, highlighted the special bond between the club and the city of Istanbul, recalling the legendary memories of the 2005 Champions League final.

“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,” said Ben Latty.

What’s Next for LFC?

While the main shirt deal is settled, the club’s commercial team isn’t stopping there. The current sleeve sponsorship with Expedia, currently valued between £9 million and £12 million per season, is also approaching its renewal date, suggesting that more high-value deals could be on the horizon for the Reds.

As Liverpool prepares for this transition in 2027, the message is clear: the club is positioning itself not only as a sporting powerhouse but as a global commercial juggernaut.