Liverpool change shirt sponsor for first time since 2010

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By Adegboyega Adeleye

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Liverpool will change their main shirt sponsor for the first time since 2010 after announcing a five-year partnership with Turkish Airlines from June 2027.

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According to Reuters, the agreement will end Standard Chartered’s 17-year spell as Liverpool’s main shirt sponsor, with Turkish Airlines taking the prominent position from the 2027-28 season. The financial terms were not disclosed, although media reports put the value of the five-year deal at more than £300 million.

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Turkish Airlines’ branding will appear on the front of Liverpool’s men’s, women’s and Academy shirts from the start of the 2027-28 campaign.

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Standard Chartered will remain associated with the club, however, moving into a global partnership role after the 2026-27 season.

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The change brings an end to one of the longest-running shirt partnerships in Liverpool’s recent history, with Standard Chartered having been the club’s main partner since 2010.

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Liverpool chief commercial officer Ben Latty described the announcement as a “milestone” for the club and highlighted the significance of the front of the famous red shirt.

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“The front of the Liverpool shirt holds a special place in the history of our club,” Latty said, adding that Turkish Airlines’ global reach would provide a strong foundation for the new partnership.

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The deal also carries a connection to one of Liverpool’s most famous nights. The club won the 2005 Champions League final in Istanbul after coming from 3-0 down to defeat AC Milan on penalties.

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Turkish Airlines is already heavily involved in football, serving as an official Champions League partner and the main sponsor of the Turkey national team.

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The reported value of more than £300 million over five years would place the agreement among the most lucrative shirt sponsorship deals in the Premier League, although Liverpool have not confirmed the figure.

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The airline will officially take over the front-of-shirt position from June 2027, marking a new commercial era for Liverpool after 17 years with Standard Chartered.

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