Liverpool announce Turkish Airlines as new main club partner from 2027
Liverpool have announced Turkish Airlines as their new main club partner, with the airline set to appear on the front of the club's men's, women's and Academy shirts from the 2027-28 season.
The new partnership begins on June 1, 2027, bringing an end to Standard Chartered's 17-year spell as Liverpool's main club partner.
Standard Chartered will remain Liverpool's principal partner throughout the 2026-27 campaign before moving into a global partnership role from the following season.
The transition represents the first change to the front-of-shirt partnership at Liverpool since 2010 and marks a significant new chapter in the club's commercial strategy.
Turkish Airlines takes over iconic shirt position
From the start of the 2027-28 season, Turkish Airlines branding will appear on Liverpool's men's, women's and Academy match shirts. The front of a football shirt is among the most valuable commercial assets in the sport, making the agreement a major development for both organisations.
Liverpool described the position as one historically reserved for partnerships capable of carrying significant global relevance. The deal brings together two organisations with substantial international audiences.
Liverpool have one of the world's largest football supporter bases, while Turkish Airlines operates an extensive international network from its Istanbul hub. The airline says it flies to more countries than any other carrier, giving the partnership a clear international dimension.
End of Liverpool's 17-year Standard Chartered era
The announcement also brings the beginning of the end to one of Liverpool's longest-running commercial relationships. Standard Chartered became the club's main partner in 2010 and has remained on the front of the Liverpool shirt for 17 seasons.
During that period, Liverpool experienced a significant transformation both domestically and internationally. The partnership covered major moments including Liverpool's return to the top of English football, Champions League success and Premier League title triumph.
Rather than ending its relationship with the club entirely, Standard Chartered will transition into a global partner role from June 2027. That means the financial institution will remain part of Liverpool's commercial network even after its branding leaves the front of the shirt.
Liverpool sees new partnership as global opportunity
Liverpool chief commercial officer Ben Latty described the agreement with Turkish Airlines as a milestone for the club. He also used the announcement to recognise Standard Chartered's contribution during its long tenure as main club partner.
The new agreement is particularly significant because Liverpool's commercial strategy increasingly extends beyond the traditional Premier League market. Turkish Airlines' international reach provides the club with another platform to connect with supporters across different continents while giving the airline greater visibility through one of football's most recognisable brands.
Turkish Airlines expands its presence in global sport
For Turkish Airlines, the Liverpool agreement represents another major investment in international sport. The airline has increasingly used high-profile sporting partnerships to build its global brand, with football providing an especially powerful vehicle for reaching international audiences.
Liverpool's global following makes the club an attractive partner, while the airline's extensive route network creates obvious commercial synergies. Ahmet Olmustur, Turkish Airlines CEO, said the partnership brings together two global organisations connected by their international reach and commitment to excellence.
The agreement will also place Turkish Airlines on Liverpool's women's and Academy shirts, extending the partnership beyond the club's men's first team.
A significant change for Liverpool's shirt
Liverpool's shirt has carried Standard Chartered's branding for almost two decades, meaning the eventual arrival of Turkish Airlines will represent a noticeable visual change for supporters.
The significance extends beyond the logo itself. Liverpool have historically maintained long-term relationships with their main shirt partners, making the transition an important commercial decision rather than simply a change of sponsor.
Turkish Airlines will officially take over the position from June 1, 2027, with the new branding appearing during the 2027-28 campaign. Until then, Standard Chartered will continue as Liverpool's main club partner for the remainder of the 2026-27 season.
Key dates
- 2010: Standard Chartered becomes Liverpool's main club partner.
- 2026-27 season: Standard Chartered remains on the front of Liverpool shirts.
- June 1, 2027: Turkish Airlines officially becomes Liverpool's main club partner.
- 2027-28 season: Turkish Airlines branding appears on men's, women's and Academy match shirts.
- From June 2027: Standard Chartered moves into a global partner role.
The change therefore marks the end of one of the longest commercial eras in Liverpool's modern history while opening a new chapter with another globally recognised brand.
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