Liverpool has officially announced a five-year front-of-shirt sponsorship deal with Turkish Airlines. According to The Athletic, anonymous sources at the club revealed that the total value of this agreement for Liverpool exceeds £300 million.

Starting from the 2027-28 season, Turkish Airlines will replace Standard Chartered, whose contract expires at the end of this season.

Liverpool expects this deal to be worth more than £60 million per year and believes it makes the deal the most expensive front-of-shirt sponsorship agreement in Premier League history.

The Standard Chartered logo has appeared on the front of Liverpool shirts since 2010, when it replaced Carlsberg as the club's shirt sponsor, and currently pays Liverpool approximately £50 million per year.

Liverpool's Commercial Director Ben Latty told The Athletic in July that with the prospect of an imminent shirt sponsor change becoming increasingly clear, the club was in negotiations with "all types of brands in the market".

Turkish Airlines will become Liverpool's sixth front-of-shirt sponsor in history. The previous five were: Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010), and Standard Chartered (2010-2027).

Standard Chartered has agreed to continue its partnership as a global partner of Liverpool after its shirt sponsorship contract ends this May.

Liverpool's existing partnership with Japan Airlines (JAL) remains unchanged, with the contract expiring this May, when Turkish Airlines' partnership will officially begin.

How does Liverpool's deal compare in the Premier League? — TA reporter analysis by Philip Buckingham

In an era of increasingly stringent financial restrictions in football, commercial revenue is becoming ever more important. There is no doubt that Liverpool has secured a substantial sum to boost its balance sheet from the 2027-28 season onwards.

The exact figures are not public and are included in total commercial revenue in the accounts. However, it is likely there is no bigger deal of this kind in the Premier League. Manchester United's partnership with Qualcomm (whose shirts display its Snapdragon subsidiary brand) was previously reported by The Athletic to be worth approximately £60 million per year, placing the two rivals broadly on equal footing.

Manchester City's long-term deal with Etihad Airways is believed to generate higher returns, but that agreement also includes stadium naming rights. The same applies to Arsenal and its long-term partner Emirates.

This five-year Turkish Airlines contract will run until 2032 and comes at a time when other clubs are struggling to secure sponsorships. Chelsea began its fourth consecutive Premier League season without a shirt sponsor last month, eventually securing a short-term one-year deal with Circle Internet Group to cover this season. Its search for a long-term partner continues.

Liverpool's latest increase in commercial revenue also underscores the gap between the so-called "Big Six" and the rest of the Premier League. Aston Villa's front-of-shirt sponsorship deal with Visit Rwanda is worth up to £20 million per year, similar to Newcastle United's new agreement with Knox. Other Premier League clubs would be delighted to find a deal worth a sixth of Liverpool's new shirt sponsorship contract.

Traduzido por IA.

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