Liverpool’s new sponsor ends a 17-year shirt era as Turkish Airlines deal confirmed | OneFootball

Liverpool confirm Turkish Airlines as new sponsor for 2027-28

Liverpool shirts have a way of fixing themselves in the memory. A particular design recalls a season, a final or a player. Across those changing eras, the name on the front often provides a thread of continuity. From the summer of 2027, that familiar detail will change.

Turkish Airlines will become Liverpool’s new sponsor and main club partner from June 2027, taking its place on the front of the shirt for the 2027-28 season. It will be the first change in that position for 17 years.

According to the announcement supplied by Liverpool FC, Standard Chartered will continue as main club partner throughout 2026-27 before becoming a global partner. Its association with Liverpool will therefore continue, even as the club’s most prominent commercial position passes to another company.

Liverpool’s new sponsor brings a significant shirt change

For supporters, the most immediate consequence will be visual. Turkish Airlines will occupy a space that has belonged to Standard Chartered since 2010, ending a lengthy period of familiarity whenever Liverpool take to the pitch.

That makes this more than another addition to the club’s list of commercial partners. Front-of-shirt sponsorship becomes part of how a team is recognised, appearing in match photographs, television coverage and the replica shirts worn by supporters around the world.

Liverpool have framed the agreement around that significance. Ben Latty, the club’s chief commercial officer, said: “The front of the Liverpool shirt holds a special place in the history of our club.”

The change has a clear timetable. Standard Chartered retains its existing position for the coming campaign, with Turkish Airlines taking over in June 2027. Supporters will have a season to become accustomed to the idea before the new branding arrives.

Standard Chartered relationship continues beyond 2027

There is continuity within the transition. Standard Chartered’s move to global partner means Liverpool will retain a relationship that has accompanied a substantial period in the club’s modern history.

Since arriving as main club partner in 2010, the bank has shared in major sporting moments and worked with Liverpool on initiatives involving supporters and communities. The announcement recognises that contribution alongside the arrival of its successor.

Latty said: “They have been an important part of our journey through an exceptional period in the club’s history, and we are delighted that Standard Chartered will remain part of the Liverpool FC family as a global partner from June 2027.”

For Liverpool, the arrangement preserves an established commercial connection while creating room for a different company at the centre of the club’s sponsorship operation.

Turkish Airlines puts international reach at centre of agreement

The explanation offered by both organisations rests on their international audiences. Liverpool’s support extends across continents, while Turkish Airlines operates from its Istanbul hub with a network that, according to the announcement, reaches more countries than any other airline.

That overlap gives the partnership its commercial rationale. Liverpool offer visibility to a worldwide football audience. Turkish Airlines brings a business built around moving people between countries and connecting distant communities.

Ahmet Olmustur, identified in the announcement as Turkish Airlines CEO, said: “We are very pleased that Turkish Airlines will become the club’s main club partner and that our name will take its place on one of the most iconic shirts in world sport.”

Latty also referenced Liverpool’s special memories of 2005. It is an association that gives Istanbul an immediate emotional resonance for supporters, alongside the business case presented for the agreement.

June 2027 marks Liverpool’s next commercial chapter

The supplied announcement does not disclose the agreement’s financial value or duration. It therefore provides no basis for claims about record sponsorship income or how much additional money might become available for recruitment.

What it does establish is a major change to Liverpool’s commercial identity, with a defined start date and a continuing role for the outgoing main partner.

For Turkish Airlines, the shirt offers a highly visible place within the weekly routines and lasting memories of Liverpool supporters. For the club, the challenge will be to develop the relationship beyond the initial announcement and the unveiling of new branding.

The first visible test will arrive with the 2027-28 shirt. After 17 years of Standard Chartered across the front, Liverpool will begin building another set of memories with a different name beneath the badge.