Record £300m Sponsorship Deal
Liverpool secures record £300m shirt sponsorship agreement with Turkish Airlines.
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Key Points
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Liverpool reported record revenue of £703 million for the financial year ending May 31, 2025, underscoring the club’s continued commercial growth.
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A consortium led by Amit Bhatia, with participation from Amazon founder Jeff Bezos and Facebook co-founder Eduardo Saverin, invested in Liverpool during 2026, valuing the club at about £5.5 billion.
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Liverpool’s sleeve-sponsorship agreement with Expedia, reportedly worth £9 million to £12 million per season, is also approaching renewal and could provide another opportunity for increased commercial income.
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The partnership represents a significant expansion of Turkish Airlines’ sports-marketing strategy: the carrier has historically focused largely on clubs and tournaments closer to Türkiye and is using the Liverpool deal to raise its profile in the United Kingdom and Europe.
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Standard Chartered reportedly paid about £50 million per season under its current agreement, meaning the Turkish Airlines deal would represent a substantial increase in Liverpool’s annual front-of-shirt revenue.
Liverpool Football Club has signed a five-year shirt sponsorship deal with Turkish Airlines worth more than £300 million, beginning in June 2027. The agreement generates over £60 million annually for the club, marking a significant increase from Standard Chartered's current £50 million per season. Turkish Airlines will replace the British bank on Liverpool's men's, women's, and Academy match shirts, while Standard Chartered continues as a global partner.
The deal ranks among the most valuable shirt-sponsorship agreements in Premier League history, according to Liverpool FC. It arrives after the club reported record revenue of £703 million for the year ending May 2025 and follows a major investment by a consortium led by Amit Bhatia, which valued Liverpool at approximately £5.5 billion.
Istanbul Victory Forges Emotional Link Between Brands
Liverpool and Turkish Airlines highlighted a powerful historical connection in announcing the partnership. The two brands point to Liverpool's 2005 Champions League triumph in Istanbul as a symbolic foundation for their relationship, according to Liverpool FC officials. The emotional resonance resonates with Turkish Airlines' strategy to strengthen ties with international markets and expand beyond its traditional regional focus.
Turkish Airlines CEO Ahmet Olmustur called Liverpool "one of the world's most recognized and respected football clubs, with an exceptional heritage and a truly global community of supporters," according to Anadolu Agency. The airline's logo will reach hundreds of millions of viewers across global broadcasts and stadiums, elevating the carrier's profile in the United Kingdom and Western Europe.
Liverpool Unlocks Premium Revenue After Record Financial Year
The new deal nearly doubles Liverpool's annual front-of-shirt revenue compared to Standard Chartered's current terms. France24 reported that the Turkish Airlines contract will generate over £60 million per year—a jump from approximately £50 million per season under the outgoing arrangement. The increased funding strengthens Liverpool's capacity to invest in players and infrastructure while competing with state-backed Premier League rivals.
Liverpool achieved record total revenue of £703 million in the year ending May 2025, according to Agence France-Presse. A consortium led by businessman Amit Bhatia, including investments from Amazon founder Jeff Bezos and Facebook co-founder Eduardo Saverin, acquired a significant stake in August 2026 and valued the club at approximately £5.5 billion, creating momentum for higher-value commercial deals.
Turkish Airlines Pivots Strategy to Global Sports Marketing
Turkish Airlines has historically concentrated its sports sponsorships on regional properties and tournaments closer to Türkiye. The Liverpool deal represents a deliberate shift to raise the airline's profile in the United Kingdom and Europe, competing directly with Persian Gulf carriers like Emirates and Etihad, which have dominated elite football partnerships. PYOK noted the move reflects an ongoing "arms race" among global airlines for top-tier sports properties.
Standard Chartered will remain associated with Liverpool as a global partner after its front-of-shirt agreement ends in June 2027, preserving the 17-year relationship in a different capacity. Liverpool also stands to increase commercial income through the renewal of its sleeve sponsorship with Expedia, reportedly worth £9 million to £12 million per season, signaling additional revenue opportunities on the horizon.
Most Valuable Pure Shirt Deal in Premier League History
The Turkish Airlines agreement is the most lucrative front-of-shirt sponsorship in Premier League history, according to Goal.com and The Guardian. Unlike Manchester City's Etihad deal and Arsenal's Emirates partnership—which bundle stadium naming rights into higher-value packages—Liverpool's contract is valued purely on shirt placement, demonstrating the club's standalone commercial power in global markets.
Liverpool's ability to achieve this valuation reflects its international supporter base, historic brand legacy, and positioning within new ownership structures. The Mirror reported that the deal underscores how Liverpool is monetizing worldwide reach through multiple commercial channels—kit agreements, broadcast rights, stadium revenues, and now premium shirt sponsorship—rather than relying on a single income stream.
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