Liverpool Football Club has announced a landmark shirt sponsorship deal with Turkish Airlines, valued at more than £60 million per season. The five-year agreement, which will begin in the 2027-28 season, is expected to generate over £300 million for the club. This deal will replace Standard Chartered, Liverpool’s main shirt sponsor since 2010, on the front of the men’s, women’s, and academy match shirts. Standard Chartered’s current contract is estimated to be worth around £50 million annually, and they will continue their partnership with the club in a global role starting from 2027-28. Liverpool claims this deal with Turkish Airlines is the most valuable shirt sponsorship in Premier League history. However, Manchester United has previously stated that their agreement with tech company Snapdragon is also worth over £60 million per year. Separately, the club’s owner, Fenway Sports Group, is expected to earn £2 billion from selling a 38% stake in the club to 1892 Holdings, a consortium led by Amit Bhatia and including tech moguls Jeff Bezos and Eduardo Saverin. Ben Latty, Liverpool’s chief commercial officer, expressed excitement about the partnership, stating, "This is a milestone announcement for us, and we are delighted to welcome Turkish Airlines as our main club partner from June 2027." He highlighted the significance of the front of the shirt, noting that Turkish Airlines is a globally recognized brand with a vast international network. The partnership is also tied to positive memories from 2005, when Liverpool won the European Cup in Istanbul. The current sleeve sponsorship deal with Expedia, worth between £9 million and £12 million annually, is also set to be renewed. Turkish Airlines branding will appear on the front of all Liverpool match shirts starting from 1 June 2027. Prior to Standard Chartered, the club’s shirt sponsors included Carlsberg, Candy, and Crown Paints. An existing deal with Japan Airlines, which will expire in May 2027, remains unchanged. Standard Chartered will continue to support the club in a global capacity from next season. Ahmet Olmustur, CEO of Turkish Airlines, praised Liverpool for its global reputation and heritage, stating, "We are very pleased that Turkish Airlines will become the club’s Main Club Partner." Both organizations have expressed enthusiasm for the partnership, with Latty referencing the club’s 2005 European Cup triumph in Istanbul as a foundation for the new relationship.