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Photo: Foot Mercato
Liverpool's new shirt deal is a record breaker
Liverpool have announced a new front-of-shirt deal with Turkish Airlines worth a reported €350 million, a figure that would put it among the largest shirt sponsorships in football history.
According to Foot Mercato, the agreement makes Turkish Airlines Liverpool's main shirt partner from June 1, 2027, taking over from Standard Chartered, who have carried the club's badge across the chest since 2010. The number itself is the headline: €350 million is not a figure clubs throw around lightly, and it lands Liverpool squarely in the same commercial bracket as the biggest brands in the sport.
Why an airline, why now
Shirt sponsorship in the Premier League has increasingly gone the way of airlines and financial giants chasing global eyeballs rather than local relevance, and Turkish Airlines fits that pattern. The carrier already sponsors a string of major European clubs and events, and attaching itself to Liverpool, a club with one of the biggest global fanbases in the sport, extends that reach into English football's most recognisable red shirt.
For Liverpool, the deal is less about matchday income and more about what it signals to the market: this is a club whose off-field pull keeps growing even as Standard Chartered's long stint as main sponsor comes to an end.
Contract length and transition terms
Foot Mercato's report is the source carrying the figure and the June 2027 start date, and both are worth treating as reported rather than fully itemised. The exact length of the contract and the finer print of how the transition away from Standard Chartered will be handled haven't been laid out publicly yet. What is clear is the scale: if the €350 million figure holds, this becomes one of the defining commercial moves of Liverpool's recent history, arriving well before a ball is kicked under the new arrangement.
Sources1 source
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