Liverpool agrees five-year, £300m shirt deal with Turkish Airlines

The switch takes effect June 1, 2027.

Wire Report IntelligenceUpdated Sep 81 min read

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.

Sources

Yahoo Soccer 2026-09-08T10:02:01.018643+00:00

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