**Liverpool Announces Lucrative Sponsorship Deal with Turkish Airlines**
Liverpool Football Club has officially announced a significant sponsorship agreement with Turkish Airlines, set to commence on June 1, 2027. This five-year deal marks a pivotal shift for the club, as it will replace Standard Chartered as the primary shirt sponsor, ending a 17-year partnership that began in 2010.
The financial terms of the agreement are reported to exceed £300 million (approximately $405.78 million), positioning it among the most lucrative sponsorship deals in the Premier League. While specific figures have yet to be confirmed by the club, the deal is expected to rival Manchester United's recent sponsorship agreement with Qualcomm, which was finalized in August 2024.
In a statement regarding the new partnership, Liverpool's Chief Commercial Officer, Ben Latty, expressed enthusiasm about the collaboration. "The front of the Liverpool shirt holds a special place in the history of our club," he noted. Latty highlighted Turkish Airlines’ global recognition and extensive international network, indicating that the partnership is anticipated to strengthen both brands. He also referenced the historical connection between the club and Turkish Airlines, recalling Liverpool's memorable Champions League victory in Istanbul in 2005.
Despite the transition in primary sponsorship, Standard Chartered will continue its association with Liverpool as a Global Partner, maintaining its presence within the club’s branding and community initiatives.
This deal is part of a broader trend in football where clubs are increasingly seeking lucrative partnerships with globally recognized brands. Turkish Airlines, already a prominent player in sports sponsorship, is also the official partner of the UEFA Champions League and the main sponsor of Turkey’s national football team.
As Liverpool prepares for this new chapter with Turkish Airlines, the club aims to leverage the partnership to enhance its global reach and commercial success, while also celebrating its rich history and connection to Istanbul.