Liverpool have announced a new shirt sponsorship deal with Turkish Airlines, reportedly worth more than £60m a year, which could make it the most lucrative front-of-shirt arrangement in Premier League history. The five-year agreement, running from the start of the 2027-28 season, will replace Standard Chartered, which has been Liverpool's main partner since 2010. The deal underscores Liverpool's growing commercial strength as one of English football's wealthiest clubs.

The five-year deal is expected to generate more than £300m for Liverpool, up from the roughly £50m a year Standard Chartered currently pays, though the bank will continue as a global partner from 2027-28. Turkish Airlines will appear on the men's, women's and academy match shirts. Manchester United have claimed their own Snapdragon deal is also worth more than £60m annually, so the "most lucrative" title is contested. The news comes as Liverpool posted record revenues of £703m for the year to 31 May 2025, and as owners Fenway Sports Group prepare to sell a 38% stake for £2bn to a consortium including Jeff Bezos and Eduardo Saverin.