What happened: Turkish Airlines branding will appear on the men’s, women’s and academy match shirts. Standard Chartered will remain the main partner through 2026-27 before moving to global-partner status.
Why it matters: Liverpool considers the contract the richest front-of-shirt agreement in Premier League history. The annual value is comparable to Manchester United’s arrangement with Snapdragon.
By the numbers: A £300m total over five years averages £60m per season. Against the reported £50m annual value of the current agreement, that represents a £10m, or 20%, increase.
What to watch: Attention turns to the kit rollout and the separate Japan Airlines agreement, which expires in May 2027.