No More Standard Chartered: Liverpool Announces Turkish Airlines as Front-of-Shirt Sponsor From 27-28 Season
- New Front-of-Shirt Sponsor: Liverpool FC has officially announced Turkish Airlines will become the club’s new main partner and front-of-shirt sponsor starting from the 2027-28 season.
- Sponsorship Transition Timeline: The agreement with Turkish Airlines commences on June 1, 2027, marking the end of Standard Chartered's 17-year run as primary sponsor, though Standard Chartered will transition to a global partner role.
- Financial Motivation and Historical Context: The primary driver for seeking a new main sponsor is financial growth, with the new Turkish Airlines deal likely surpassing Standard Chartered's reported £50 million per season, concluding an iconic 17-year visual identity for the club.
Update: Confirming earlier leaks, Liverpool FC has officially announced that Turkish Airlines will become the club’s new main partner starting from the 2027-28 season. The landmark agreement marks the end of an iconic 17-year run with Standard Chartered as the primary front-of-shirt sponsor.
Liverpool Announces Turkish Airlines as Front-of-Shirt Sponsor From 27-28 Season
The new agreement with Turkish Airlines officially comes into effect on June 1, 2027. Under the terms of the deal, the airline’s branding will feature across the front of the men’s, women’s, and academy match kits starting from the 2027-28 season.
Headquartered in Istanbul and flying to more countries than any other airline in the world, Turkish Airlines teams up with a club that commands a massive global fanbase across every continent.
From the 2027-28 season onward, Standard Chartered will transition into a global partner role, ensuring that one of the longest-standing commercial alliances in modern football continues behind the scenes.
This agreement represents the first time in nearly two decades that Liverpool supporters will see a new brand across the chest of their home, away, and third kits, inaugurating a brand-new visual identity for the Anfield side both on and off the pitch.
Standard Chartered first appeared on the front of Liverpool's kits during the 2010-2011 season. The 2026-27 season will mark the conclusion of a massive 17-year relationship.
Over nearly two decades, the Standard Chartered text has become synonymous with the club's modern visual identity. It has featured on countless iconic kits across four different technical sponsors: Adidas, Warrior, New Balance, and Nike. From Steven Gerrard to Mohamed Salah and Virgil van Dijk, the sponsor has been front and center during some of the club's most historic modern moments.
The primary motivation behind seeking a new main sponsor is, unsurprisingly, financial growth.
Liverpool's current deal with Standard Chartered is reportedly worth around £50 million per season, plus moderate bonuses based on major trophy success. Therefore, the commercial value between Liverpool and Turkish Airlines is likely to be higher than this figure.
What do you think of Turkish Airlines taking over as Liverpool's primary shirt sponsor from the 2027-28 season? Will you miss the classic Standard Chartered aesthetic? Let us know your thoughts in the comments below.