Liverpool agree record-breaking £300m shirt deal that is 'most valuable in Premier League history'
Liverpool have announced a record-breaking shirt sponsorship deal with Turkish Airlines in what has been described as the most valuable in Premier League history.
On Tuesday morning, Liverpool confirmed that Turkish Airlines will replace long-standing partner Standard Chartered as the club’s front-of-shirt sponsor from the start of the 2027-28 campaign.
The deal is believed to be worth more than £300 million over five years, an agreement the club believe is the most valuable in Premier League history.
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It was also confirmed that the airline’s branding will appear on the front of the men’s, women’s and academy match shirts.
"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, the chief commercial officer at Liverpool.
Liverpool shirt sponsor deal highlights their commercial power
Earlier this year, Liverpool emerged as the highest revenue-generating English club for the first time in Deloitte's Football Money League, generating an impressive €836m (£702m) in revenue.
Their £60 million-a-season deal with Standard Chartered played its part, while finance expert Kieran Maguire credited the expansion of Anfield and hosting non-football events when discussing their finances.
"It is a case of getting more people into the ground, getting more events at the ground, they have hosted concerts and get those fees," he said. "They have also expanded their megastore operations around the world which brings in those revenues."
Maguire added: "If you can get more money coming on on non-match days than that is a way to drive a club forward and Liverpool have been successful there."
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Liverpool confirm Standard Chartered news after 17 years as front-of-shirt sponsor
Standard Chartered have been Liverpool’s main club partner since 2010 but they will transition to become a global partner from the 2027-28 season. This will continue one of the longest-standing partnerships in world football.
“This announcement also provides an opportunity to recognise the extraordinary contribution Standard Chartered has made to Liverpool FC over the past 17 years," said Latty.
“They have been an important part of our journey through an exceptional period in the club’s history, and we are delighted that Standard Chartered will remain part of the Liverpool FC family as a global partner from June 2027."
Topics: Liverpool, Premier League
Jack Kenmare