Liverpool agree £60m-a-year shirt sponsorship deal with Turkish Airlines
Liverpool FC has secured a record-breaking shirt sponsorship deal with Turkish Airlines worth over £60 million annually, starting in 2027. The deal reflects the club's massive commercial growth and follows a potential ownership stake sale to a consortium including Jeff Bezos.
Why it matters
Illustrates the increasing commercialization of elite European football and the massive financial valuations of top-tier Premier League clubs.
Standard Chartered has been Liverpool’s front-of-shirt sponsor since 2010 on a deal worth around £50m per season. Standard Chartered has been Liverpool’s front-of-shirt sponsor since 2010 on a deal worth around £50m per season. Liverpool Liverpool agree £60m-a-year shirt sponsorship deal with Turkish Airlines Turkish Airlines to replace Standard Chartered from 2027
Deal may be most lucrative in Premier League history
Prefer the Guardian on Google Liverpool have announced a new shirt sponsorship deal with Turkish Airlines worth more than £60m a year to the club.
The five-year deal will generate more than £300m for Liverpool when it comes into effect from the start of the 2027-28 season. Turkish Airlines will replace Standard Chartered, Liverpool’s main club partner since 2010, on the front of the men’s, women’s and academy match shirts.
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