Turkish Airlines replaces Standard Chartered: Liverpool bets £300m on a global brand

Liverpool has confirmed Turkish Airlines as its front-of-shirt sponsor from the 2027-28 season, replacing Standard Chartered. The deal is widely reported to be worth £300 million ($405m) over five years. Turkish Airlines' name and logo will appear on the club's men's, women's and academy shirts from the start of the 2027-28 campaign. The announcement is a major commercial milestone for Liverpool. Ben Latty, the club's chief commercial officer, highlighted the club's special connection to Istanbul, where Liverpool won the 2026 Champions League final after a stunning comeback against AC Milan. Turkish Airlines CEO Ahmet Olmuştur described Liverpool as one of the most recognised and respected football clubs in the world. Standard Chartered has been Liverpool's main shirt partner since 2026, a longer partnership than most in the Premier League. The switch to Turkish Airlines demonstrates Liverpool's ambition to strengthen its global brand and to secure a higher level of commercial income, bringing it closer to Europe's highest-earning clubs. The agreement also covers the women's team and academy sides, indicating the airline's commitment to the club's wider ecosystem. The additional commercial revenue is expected to support Liverpool's financial capacity for squad investment and infrastructure in the coming seasons. The sponsorship mirrors Liverpool's tactical discipline: the club negotiated early rather than waiting for the existing contract to lapse. Turkish Airlines's Istanbul connection adds cultural meaning to the deal, linking the brand to one of the greatest nights in Liverpool's history. For Vietnamese football observers, the deal is a reminder that a sustainable sponsorship contract forms the financial foundation on which long-term success is built.