Liverpool Football Club will change its main shirt sponsor for the first time since 2010 after agreeing a five-year partnership with Turkish Airlines.
The new deal will take effect from June 1, 2027, bringing an end to the club’s 17-year association with Standard Chartered as its principal shirt partner.
Under the agreement, Turkish Airlines will have its branding displayed on the front of Liverpool’s men’s, women’s and academy shirts from the 2027–28 season.
Standard Chartered, which has been Liverpool’s main shirt sponsor since 2010, will remain connected with the club after moving into a Global Partner role.
The partnership with Turkish Airlines represents a major commercial development for Liverpool, with reports putting the value of the five-year agreement at more than £300 million.
That would make the deal one of the most valuable front-of-shirt sponsorship agreements in Premier League history, reflecting Liverpool’s growing commercial appeal and global reach.
Liverpool’s relationship with Standard Chartered began at the start of the 2010–11 season, when the bank replaced Carlsberg as the club’s main shirt sponsor. The partnership was subsequently extended several times, eventually running through the 2026–27 campaign.
The arrival of Turkish Airlines also carries a symbolic connection to one of the most memorable moments in Liverpool’s modern history.
The club famously won the 2005 UEFA Champions League final in Istanbul, recovering from a three-goal deficit against AC Milan before triumphing on penalties in what became known as the “Miracle of Istanbul.”
Liverpool Chief Commercial Officer Ben Latty said the club was excited to begin a new chapter with Turkish Airlines, highlighting the airline’s international presence and the shared connection with Istanbul.
Turkish Airlines already has a significant presence in football, including its involvement with the UEFA Champions League and sponsorship of the Turkish national team.
For Liverpool, the new agreement comes as the club continues to expand its commercial operations while maintaining its appeal across international markets.
The Reds have had only a handful of main shirt sponsors since shirt advertising was introduced. The sequence began with Hitachi in 1979, followed by Crown Paints, Candy, Carlsberg and Standard Chartered.
The change therefore represents more than a routine commercial transition, ending one of the longest-running sponsorship relationships in Liverpool’s recent history.
From the 2027–28 season, Liverpool supporters will see a new name on the famous red shirt as Turkish Airlines begins its five-year tenure as the club’s principal shirt partner.
Standard Chartered, meanwhile, will continue its relationship with Liverpool in a different capacity, ensuring that the 17-year association does not end completely.
The agreement underlines the increasing financial importance of shirt sponsorship in elite football and provides Liverpool with another major commercial partnership as the club seeks to strengthen its global brand.
Alternative headline: Liverpool End 17-Year Standard Chartered Era for Turkish Airlines Deal
