What happened: Turkish Airlines will take the front of Liverpool's shirts from 2027-28 under a five-year contract. The airline becomes the club's sixth front-of-shirt sponsor.
Why it matters: Liverpool believes the agreement is the Premier League's richest sponsorship covering only the front of a shirt. The commercial lift follows nine-figure moves for Bradley Barcola, Florian Wirtz and Alexander Isak. Arsenal and Manchester City also have airline-backed partnerships with broader rights.
By the numbers: The contract is worth more than £60m per season, compared with about £50m annually under the current Standard Chartered agreement.
What to watch: Standard Chartered remains on Liverpool's shirts through 2026-27 before the June 1, 2027 handover.