There will be a major change to the Liverpool shirt from next season. On Tuesday morning, the club confirmed that, from the start of the 2027/28 season, Turkish Airlines will be the Reds' front of shirt sponsor. Reports suggest they have paid £300 million for a five year deal, which is £60 million per season.
This brings to an end Standard Chartered's 17-year spell as the Reds' front of shirt sponsor. It will represent quite a notable change, given how few sponsors the club have ever had in their history.
Complete history of Liverpool's shirt sponsor
- Hitachi: 1979-1982
- Crown Paints: 1982-88
- Candy: 1988-92
- Carlsberg: 1992-2010
- Standard Chartered: 2010-2027
- Turkish Airlines: 2027-2032 (at least)
The current deal with Standard Chartered, which was signed in 2023, is worth a reported £50 million per season, so this will represent a sizeable increased. Considering it has been 34 years since anything other than Carlsberg or the British multinational bank has been front and centre on Liverpool shirts, next season's kits will look weird.
Currently, three Premier League clubs have airlines as their front of shirt sponsors, namely Arsenal with Emirates, Manchester City with Etihad as well as Hull City, who have Corendon Airlines from Türkiye, surely thanks in part to their Turkish owner Acun Ilıcalı.
The big question though is where does Liverpool's £60 million per season rank compared to their rivals?
Selected Premier League clubs front of shirt sponsorship value
- Arsenal: Emirates. £70 million per season - signed in 2026.
- Manchester City: Etihad. £67.5 million per season - signed in 2024.
- Liverpool: Turkish Airlines. £60 million per season - signed in 2026.
- Manchester United: Qualcomm Snapdragon. £60 million per season - signed in 2024.
- Tottenham Hotspur: AIA. £40 million per season - signed in 2026.
- Chelsea: USDC. £33.6 million per season - signed in 2026.
- Aston Villa: Visit Rwanda. £20 million per season - signed in 2026.
- Newcastle United: KNOX Hydrate. £20 million per season - signed in 2026.
Reports claim that Liverpool's £60 million per season deal with Turkish Airlines is the most lucrative in the Premier League. While the Reds may not be top of the ranking above, that may be the case. Both Emirates with Arsenal and Etihad at Manchester City include stadium naming rights, bumping up the value.
It is estimated that Arsenal's is worth £50m for shirt and £20m for stadium naming. Meantime, the latter was investigated by the Premier League for being "above fair market value"; as with any other Man City investigation, it came to nothing.
Chelsea meantime were also looking to earn £50 million, but had to settle for a lot less, signing a one year deal with USDC cryptocurrency recently, following their tenth place finish.
Liverpool should certainly be pleased with the value of their new sponsorship. Fans are not going to be heading to Turkish Airlines Anfield any time soon. So, how does it compare to other European heavyweights?
Selected European clubs front of shirt sponsorship value
- Real Madrid. Emirates. £85 million per season - signed in 2026.
- Barcelona. Spotify. £78 million per season - signed in 2022.
- Bayern Munich. Deutsche Telekom. £65 million per season - signed in 2025.
- Paris Saint-Germain. Qatar Airways. £60 million per season - signed in 2022.
Compared to other European juggernauts, Liverpool's deal does look favourable. This is especially the case when, similar to Arsenal and Manchester City, Barcelona's deal with Spotify includes stadium naming rights. Real Madrid are essentially in a category of their own, a pure financial behemoth when it comes commercial revenue.
Thus, in short, this underlines the global value and popularity of Liverpool, something fans are already very much aware of.
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