Liverpool has found the name for its next shirt era. Turkish Airlines will replace Standard Chartered in 2027-28, ending a 17-season spell as the club’s main partner. The handover will be the first change in that position since 2010.
Liverpool’s return to Adidas in 2025 changed who makes the kit. This agreement changes whose name appears across it. The airline will feature on match shirts throughout Liverpool’s men’s, women’s and academy teams when the partnership begins June 1, 2027.
The agreement is reportedly worth more than $405 million over five years, placing Liverpool among the Premier League’s biggest front-of-shirt earners. The club hasn’t disclosed the financial terms. Standard Chartered stays on the shirt throughout 2026-27, then continues its association as a global partner.
For the men’s team, Turkish Airlines will be only the sixth principal shirt sponsor. Hitachi arrived in 1979, followed by Crown Paints in 1982 and Candy in 1988. Carlsberg took over in 1992 and stayed until 2010, its name across the chest during Liverpool’s Champions League comeback in Istanbul in 2005. The bank’s tenure began in July 2010.
“The front of the Liverpool shirt holds a special place in the history of our club,” said Ben Latty, Liverpool’s chief commercial officer. Carlsberg’s 18-season run will still be longer than the bank’s. The new agreement replaces a long-serving sponsor, not the longest-serving one.
What the new shirt deal buys Liverpool
The reported annual payment rises from about $68 million to more than $81 million. That’s an increase of roughly $13.5 million a year, or 20 percent, with the precise uplift dependent on terms Liverpool hasn’t published.
Liverpool isn’t adding the entire five-year sum to money it already receives. It’s selling the same principal position at a higher reported rate. Standard Chartered’s future global-partner payment hasn’t been disclosed, so the bank’s old fee can’t simply be added to the airline’s new one.
Revenue also isn’t profit. Liverpool’s accounts for the year ending May 31, 2025, recorded approximately $951 million in revenue and about $11 million in profit after tax. A larger sponsorship payment contributes to income, but the club still has wages and other costs to meet. The contract’s headline value isn’t an immediate transfer budget.
Manchester United has also claimed more than $81 million annually for Snapdragon. Arsenal’s Emirates and Manchester City’s Etihad packages include stadium naming rights, so comparing their overall totals with a shirt-only deal mixes different assets. Liverpool is competing at the top of this market. An undisputed first place would require comparable contract detail.
Even the shirt itself generates different kinds of revenue. Premier League shirt prices concern the sale of a garment. Sponsorship concerns the visibility of a brand. Neither the airline’s fee nor its arrival establishes what supporters will pay for Liverpool’s next kit.
The sleeve remains a separate commercial decision. Liverpool extended its Expedia partnership for four years in 2023, and the current term reportedly ends with the 2026-27 season. The club must secure a renewal or replacement to keep earning from that position. Turkish Airlines taking the chest doesn’t settle the sleeve.
Standard Chartered’s continued involvement follows an established Liverpool pattern. Carlsberg left the shirt in 2010 but stayed as the club’s beer partner, later extending that relationship to at least 2034. The bank is changing roles, not severing its ties.
By the time Turkish Airlines takes over, 35 consecutive seasons of Liverpool’s men’s shirts will have carried either a brewery’s name or a bank’s. An airline will get the next stretch of that history. The bank keeps the relationship, but not the space across the chest.
