Liverpool have confirmed a major commercial shift, announcing that
While the club did not officially disclose the financial terms, reports indicate the deal is valued at 300 million euros, approximately $406 million. This valuation represents a notable increase over the current arrangement, which is worth 50 million euros per season. The new contract is expected to exceed 60 million euros annually, positioning it as the most lucrative agreement of its kind in Premier League history that focuses exclusively on shirt branding.
A Strategic Commercial Evolution
The distinction of this deal lies in its scope; unlike similar high-value partnerships held by rivals such as Arsenal and Manchester City, which often bundle shirt sponsorship with stadium naming rights, Liverpool’s agreement remains focused solely on the jersey. This allows the club to maintain the historic identity of
Ben Latty, Liverpool’s chief commercial officer, highlighted the significance of the shirt's history, noting that the partnership draws on the club's deep ties to Turkey, specifically referencing the 2005 Champions League final victory in Istanbul. Ahmet Olmustur, the chief executive of Turkish Airlines, described the collaboration as a union of two global brands committed to international reach and excellence.
Transitioning from Standard Chartered
Standard Chartered will continue as the primary shirt sponsor for the remainder of the current term. Once the transition occurs in 2027/28, the bank will shift its role to become a global partner of the club. The negotiations with the new airline partner reportedly commenced prior to the recent acquisition of a 38 percent stake in the club by 1892 Holdings, a consortium led by vice-chairman Amit Bhatia.
This announcement follows a period of strong financial performance for the club, which recently reported revenues exceeding 700 million euros. Liverpool, which holds the distinction of being the first English professional club to feature a shirt sponsor back in 1979 with Hitachi, continues to maintain a leading position in the Deloitte Football Money League. The new partner, Turkish Airlines, currently operates a vast network spanning 356 destinations across 132 countries, utilizing Istanbul as its primary hub.
