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

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

Liverpool expects this deal to generate over £60 million per year and believes it makes it the most expensive front-of-shirt commercial agreement in Premier League history.

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

Liverpool's commercial director Ben Latty told The Athletic in July that as the trend toward a shirt sponsor change became increasingly apparent, the club had been in negotiations with "all manner of brands on the market".

Turkish Airlines will be the sixth shirt sponsor in Liverpool's 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 as a global partner of Liverpool after its shirt sponsorship contract expires in May next year.

Liverpool's existing partnership with Japan Airlines (JAL) remains unchanged, with that contract expiring in May next year, after which the Turkish Airlines partnership will officially begin.

How does Liverpool's deal compare across the Premier League? — Analysis from The Athletic's reporter Philip Buckingham

In an era of increasingly stringent financial constraints 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.

Specific figures have not been made public, and overall commercial income is reported collectively. However, there is unlikely to be a larger shirt sponsorship deal in the Premier League. Manchester United's partnership with Qualcomm (whose shirts display the Snapdragon brand, a subsidiary) was previously reported by The Athletic to be worth approximately £60 million per year, putting the two rivals on roughly the same level.

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

This five-year Turkish Airlines contract, which will run until 2033, comes at a time when other clubs are struggling with sponsorship deals. Chelsea began its fourth consecutive Premier League season without a shirt sponsor last month, eventually securing a short-term, one-year partnership with Circle Internet Group to cover this season. The search for a long-term partner continues.

Liverpool's latest surge in commercial revenue also highlights the gap between the so-called "Big Six" and the rest of the Premier League. Aston Villa's shirt sponsorship deal with Visit Rwanda is valued at up to £20 million per year, similar to Newcastle United's new deal with Knox. Other Premier League clubs would be thrilled to secure a deal worth even one-sixth of Liverpool's new sponsorship contract.

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