Liverpool name Turkish Airlines as new main club partner from 2027-28

Liverpool have announced Turkish Airlines as their new main club partner from the 2027-28 season, bringing an end to Standard Chartered’s 17-year run as the name on the front of the club’s shirts. The agreement will take effect on June 1, 2027, with Turkish Airlines branding appearing on the match shirts of Liverpool’s men’s, women’s and Academy teams from the beginning of the 2027-28 campaign. It will be Liverpool’s first change of main club partner since Standard Chartered replaced Carlsberg in 2010 — a commercial transition significant enough to alter one of the most recognisable elements of the club’s modern identity. Standard Chartered will remain Liverpool’s main partner throughout the current 2026-27 season before moving into a global partnership role. That means the relationship between the two organisations will continue beyond the shirt sponsorship rather than ending completely. Liverpool chief commercial officer Ben Latty described the announcement as a “milestone”, while Turkish Airlines chief executive Ahmet Bolat said the partnership brings together two brands with global audiences and extensive international reach. The club’s official announcement did not disclose the financial terms of the agreement. According to The Times, however, the five-year deal is worth more than £300 million, which would place its annual value above £60 million. The report says Liverpool believe it to be the most lucrative front-of-shirt sponsorship agreement in Premier League history. Those figures have not been formally confirmed by the club. The change also represents a notable strategic shift in Liverpool’s commercial portfolio. Standard Chartered has been attached to the club through some of the defining moments of its recent history, including Premier League and Champions League title-winning seasons, while its logo has become closely associated with multiple generations of Liverpool kits. Turkish Airlines will now inherit that visibility from 2027. For Liverpool, the move is therefore more than a conventional sponsorship renewal. It represents the first major reset of one of the club’s longest-running commercial relationships in nearly two decades, while allowing Standard Chartered to remain part of the wider partnership structure. On the pitch, the Liverpool shirt will look different from 2027-28. Off it, the deal signals the scale of the commercial growth the club believes it can now command.