Aviation News – Turkish Airlines signed a multi-million-euro sponsorship agreement with FC Liverpool, becoming the main shirt sponsor for the premier English football club starting next season. The landmark deal marks the first time in seventeen years that the historic British club has selected a new front-of-shirt primary partner.
The official sponsorship agreement takes effect on June 1, 2027, ahead of the 2027/2028 season. Under the terms of the five-year contract, the carrier’s logo will feature prominently on the front of all official match kits across FC Liverpool’s men’s, women’s, and youth teams. Valued at approximately €350 million ($385 million), the partnership represents one of the largest kit sponsorship deals in English Premier League history.
The agreement concludes a long-standing primary partnership with financial institution Standard Chartered, which held front-of-shirt branding rights for seventeen years. Turkish Airlines surpassed the banking group’s previous annual commitment by more than one million euros per year, cementing a major commercial victory for the airline. The investment aligns with the airline’s broader strategy to expand international brand visibility across core European and global markets.
The sponsorship provides Turkish Airlines with prime real estate on global television broadcasts, reaching millions of sports viewers every week. High-profile sports partnerships allow international carriers to boost passenger engagement and project global authority. The prominent placement across men’s, women’s, and academy kits ensures continuous, multi-platform brand exposure across all competition tiers.
“The front of the Liverpool shirt holds a special place in the history of our club,” stated Ben Latty, Chief Commercial Officer at FC Liverpool. “Turkish Airlines is a globally recognized company with an extensive international network, and we look forward to building a strong relationship together.”
This record-setting agreement signals a competitive shift in football commercial operations as major airlines continue investing heavily in sports marketing. The financial injection guarantees strong commercial revenue for FC Liverpool while consolidating Turkish Airlines’ position as a dominant global brand.
The €350 million partnership between Turkish Airlines and FC Liverpool establishes a benchmark for modern sports sponsorships. Securing premier placement on the club’s kits provides the airline with unprecedented international visibility. This five-year agreement will significantly elevate both organizations as they expand their global presence.
