Liverpool to Change Shirt Sponsor for First Time Since 2010 as Turkish Airlines Replaces Standard Chartered
Liverpool will change their front-of-shirt sponsor for the first time since 2010, with Turkish Airlines replacing Standard Chartered from the 2027/28 season in a reported £300m-plus deal.
Liverpool Football Club are set for a historic change to their iconic red shirt after announcing Turkish Airlines as their new main club partner from June 1, 2027, ending Standard Chartered’s 17-year spell as the club’s front-of-shirt sponsor.
The agreement means Liverpool will have a new principal shirt sponsor for the first time since 2010, when Standard Chartered replaced Carlsberg. Turkish Airlines’ branding will appear on the front of the men’s, women’s and Academy match shirts from the beginning of the 2027/28 season. (Liverpool FC)
The five-year agreement is reportedly worth more than £300 million, although Liverpool and Turkish Airlines have not officially disclosed the financial terms. If the reported figure is accurate, the deal would be among the most lucrative shirt sponsorship agreements in Premier League history.
Standard Chartered's 17-Year Liverpool Partnership Ends
Standard Chartered became Liverpool’s main club partner in 2010, taking over from Carlsberg, whose name had appeared on the Liverpool shirt for 18 years.
The bank’s 17-year relationship with Liverpool has coincided with one of the most successful periods in the club’s modern history.
During the partnership, Liverpool won the UEFA Champions League, Premier League, FA Cup, League Cup, UEFA Super Cup and FIFA Club World Cup, among other honours.
The partnership also witnessed the emergence of Liverpool as one of the world's most commercially powerful football brands.
Standard Chartered, however, will not completely leave the club.
From June 2027, the bank will become a Global Partner, allowing it to maintain its relationship with Liverpool while Turkish Airlines assumes the most prominent commercial position on the shirt. (Standard Chartered Bank)
Liverpool described the Standard Chartered relationship as one of the longest-standing partnerships in world football.
Turkish Airlines Takes Centre Stage
Turkish Airlines will become only the sixth company to occupy Liverpool's principal shirt sponsorship position.
The club's shirt sponsorship history began with Japanese electronics company Hitachi in 1979. It was followed by Crown Paints, Candy, Carlsberg and then Standard Chartered.
The arrival of Turkish Airlines therefore represents an important moment in Liverpool's commercial history.
Liverpool Chief Commercial Officer Ben Latty said the front of the club's shirt holds a special place in its history and welcomed Turkish Airlines as the new partner.
He also pointed to the existing connection between the airline and Liverpool through the club's famous 2005 Champions League victory in Istanbul, where Liverpool completed a remarkable comeback against AC Milan to win the European title.
That historic association could give the new sponsorship a stronger emotional dimension among Liverpool supporters.
Deal Could Be Worth More Than £300 Million
Financially, the Turkish Airlines agreement is particularly significant.
Reports put the value of the five-year deal at more than £300 million, equivalent to more than £60 million per season if spread evenly across the contract.
The precise figure has not been confirmed by Liverpool.
Nevertheless, the reported value would place the agreement among the largest front-of-shirt sponsorship deals in Premier League history and demonstrate the commercial strength of Liverpool's global brand. (The Guardian)
Liverpool's commercial growth has been substantial in recent years. The club reported record revenue of about £703 million for the financial year ending in May 2025, underlining the scale of its international commercial operation.
The new sponsorship arrangement could provide another significant source of income as Liverpool continue to compete with Europe's wealthiest clubs.
Why Turkish Airlines?
Turkish Airlines brings a major international footprint to the partnership.
The airline operates an extensive global network from its Istanbul hub and has established a significant presence in international football sponsorship.
It is already an official partner of the UEFA Champions League and the main sponsor of the Turkish national team.
For Liverpool, the partnership therefore links the club with another globally recognised brand with strong connections to football.
For Turkish Airlines, having its name displayed on Liverpool shirts provides exposure to millions of supporters across Europe, Asia, Africa, North America and other parts of the world.
The partnership reflects the increasingly global nature of Premier League football and the value that international companies place on association with leading English clubs.
Liverpool Shirt Will Look Different From 2027
Liverpool supporters will still see Standard Chartered on the team's shirts during the 2026/27 season.
The transition will take place from June 2027, meaning Turkish Airlines will first appear on Liverpool's match shirts at the beginning of the 2027/28 campaign.
The airline's branding will feature on the men's, women's and Academy match shirts, giving the partnership visibility across Liverpool's football structure.
For supporters accustomed to seeing the Standard Chartered logo for almost two decades, the change will represent the end of an important era.
A New Commercial Era for Liverpool
The sponsorship change comes at an interesting time for Liverpool.
The club remains one of the world's most recognisable football institutions, while its international supporter base continues to make the Liverpool shirt an exceptionally valuable advertising platform.
The new agreement also comes after Liverpool's ownership structure underwent a significant change, with a consortium led by 1892 Holdings acquiring a substantial minority stake in the club.
At the same time, Liverpool continue to strengthen their commercial portfolio, with sponsorship and partnership agreements playing an increasingly important role in football finances.
The Turkish Airlines agreement could therefore be viewed not simply as a change of logo but as another step in Liverpool's commercial expansion.
What Happens to Standard Chartered?
Although its position on the shirt is ending, Standard Chartered's relationship with Liverpool is not.
The bank will become a Global Partner from the 2027/28 season and will continue working with the club on supporter, client and community initiatives around the world.
That arrangement allows both sides to preserve a relationship that has lasted 17 years while giving Liverpool the opportunity to enter a new commercial chapter.
Conclusion
Liverpool's decision to replace Standard Chartered with Turkish Airlines marks the club's first front-of-shirt sponsorship change since 2010.
The five-year agreement, beginning June 1, 2027, will bring an end to one of the longest-running commercial relationships in Liverpool's history and introduce Turkish Airlines to one of football's most recognisable shirts.
With the reported value exceeding £300 million, the agreement also highlights Liverpool's enormous commercial appeal.
For supporters, however, the change will mean more than a new logo.
After 17 years of Standard Chartered, the Turkish Airlines era will signal the beginning of a new chapter for the Liverpool shirt - one that combines the club's global ambitions with a company whose own international identity is closely associated with connecting people and cultures across the world.