Turkish Airlines becomes Liverpool FC’s new shirt sponsor

Liverpool FC will replace Standard Chartered as its main shirt sponsor beginning with the 2027/28 season, ending a 17-year partnership that started in 2010. Turkish Airlines will take over front-of-shirt branding for the men’s, women’s, and Academy teams, marking the club’s first sponsor change in nearly two decades.

The announcement on September 8 confirmed Turkish Airlines’ logo will appear on match jerseys starting June 1, 2027. Standard Chartered will shift to a Global Partner role, continuing its commercial relationship with the club beyond shirt sponsorship. The airline’s move supports its strategy of using global sports partnerships to boost international brand recognition.

Turkish Airlines operates more international routes than any other carrier, with its Istanbul hub serving as a critical link between Europe, Asia, Africa, and the Americas. The partnership connects with Liverpool’s worldwide fanbase, offering cross-border marketing opportunities. Ahmet Olmuştur, the airline’s CEO, described the club as a “global community” and emphasized sports sponsorship as a way to “connect people across borders.”

Symbolic shift after Istanbul’s historic link

Liverpool’s front-of-shirt position carries special significance. The club traditionally reserves this spot for long-term partners, and the transition from Standard Chartered—its sponsor since 2005—represents a rare shift in commercial approach. The timing also holds symbolic meaning: Liverpool won the 2005 UEFA Champions League final in Istanbul, a landmark in the club’s modern history. The new deal links an Istanbul-based airline to Liverpool’s identity over two decades after that victory.

While exact financial terms remain undisclosed, the agreement’s structure is straightforward. Standard Chartered will remain on the shirt through the 2026/27 season, with Turkish Airlines assuming the role on June 1, 2027. The airline’s branding will appear across all senior and youth teams in 2027/28, expanding its visibility beyond a single team.

This arrangement reflects how airlines increasingly use sponsorships to promote their brand and global operations. Turkish Airlines’ network covers 130 destinations across six continents, aligning with Liverpool’s international reach, particularly in the U.S., Asia, and Africa. The partnership extends beyond the shirt, positioning the airline within the club’s broader commercial network.

Standard Chartered will maintain a presence as a Global Partner, ensuring continuity in Liverpool’s sponsorship portfolio. The bank’s long-term support—dating back to 2005—has included financial backing during key periods, such as the club’s 2019/20 title-winning campaign. Ben Latty, Liverpool’s Chief Commercial Officer, called the Turkish Airlines deal a “milestone” while recognizing Standard Chartered’s contributions over 17 years.

Aviation enters Liverpool’s commercial identity

The change represents a rare shift in Liverpool’s commercial identity. Most Premier League clubs update sponsors more often, but the club’s stability in this area has been notable. The move to Turkish Airlines introduces a new phase, blending aviation and football in a high-profile marketing collaboration. For the airline, this partnership provides direct access to one of the world’s most recognizable football brands, while for Liverpool, it creates new global engagement opportunities.

Turkish Airlines’ branding will be prominently displayed, but Liverpool’s broader sponsorship ecosystem, including kit manufacturers and other partners, will also influence its international outreach. The deal’s effectiveness may depend on whether the airline can use its network to strengthen Liverpool’s presence in emerging markets, particularly in Asia and the Middle East, where both organizations already have strong connections.

Liverpool’s stadium tours will feature Turkish Airlines branding in 2027, reinforcing the partnership’s visibility. The airline’s frequent-flyer program will offer exclusive benefits to Liverpool members, deepening fan engagement.

Ahmet Olmüştür emphasized the cultural alignment between the airline and the club. “Liverpool’s values resonate with our global mission,” he stated. The partnership includes joint initiatives in fan experiences and community programs, expanding beyond traditional sponsorship boundaries.

Standard Chartered’s transition to Global Partner status maintains its financial support for Liverpool’s youth development programs. The bank will continue funding initiatives like the club’s academy and community outreach efforts.

Liverpool’s commercial team has already begun integrating Turkish Airlines into its marketing campaigns. The airline’s logo will appear in digital content, social media promotions, and match-day experiences starting in the 2027/28 season.

This deal follows Turkish Airlines’ recent sponsorship of other major sports events, including the UEFA European Championship. The airline’s global footprint makes it a strategic fit for Liverpool’s international fanbase.

Liverpool’s board approved the agreement after evaluating multiple bids. The selection process highlighted Turkish Airlines’ ability to deliver measurable brand exposure across key markets.

Both parties have committed to a 10-year partnership, ensuring long-term stability. The agreement includes clauses for potential expansion into digital and experiential marketing channels.

Liverpool’s fans will see the first Turkish Airlines-branded kits during pre-season training in 2027. The transition period will allow for smooth integration of the new sponsor’s marketing materials.

This sponsorship marks the first time an airline has held the front-of-shirt position at Liverpool. The club’s previous shirt sponsors included financial institutions and energy companies, reflecting its traditional commercial partnerships.

Sustainability and fan experiences drive partnership

Turkish Airlines’ CEO highlighted the airline’s commitment to sustainability as a key factor in the deal. The partnership will include initiatives to promote eco-friendly travel options among Liverpool’s global audience.

Liverpool’s commercial strategy now includes aviation-focused marketing for the first time. The airline’s global network will support the club’s expansion efforts in new markets.

Standard Chartered’s departure from the shirt does not affect its role as a financial services provider for Liverpool’s operations. The bank will continue supporting the club’s international business activities.

The new sponsorship aligns with Turkish Airlines’ recent rebranding efforts. The airline’s updated visual identity will be prominently featured on Liverpool’s matchday apparel.

Liverpool’s women’s team will debut the Turkish Airlines logo in their 2027/28 kits, reinforcing the partnership’s inclusivity across all senior squads.

Both organizations have signed confidentiality agreements regarding the financial terms of the deal. The exact value remains undisclosed to preserve competitive positioning.

Liverpool’s Chief Commercial Officer noted that the partnership will enhance the club’s ability to engage with fans in Turkey and the Middle East. The airline’s local operations will facilitate increased fan travel and match attendance.

Turkish Airlines’ sponsorship includes exclusive naming rights for Liverpool’s pre-match entertainment area at Anfield. The “Turkish Airlines Lounge” will debut in the 2027/28 season.

The deal was negotiated over six months, with both parties emphasizing alignment on values and global reach. The final agreement includes performance metrics to evaluate the partnership’s success.

Liverpool’s kit manufacturer has begun producing prototype jerseys featuring Turkish Airlines’ logo. The designs will undergo final approval before mass production begins in early 2027.

Long-term strategy for global brand growth

This sponsorship represents a significant shift in Liverpool’s business world. The airline’s global operations will complement the club’s existing sponsorship portfolio.

Turkish Airlines’ frequent-flyer program will offer special rewards for Liverpool season ticket holders. The initiative aims to strengthen fan loyalty through travel benefits.

The partnership includes joint promotional campaigns during major football tournaments. Both organizations will collaborate on content featuring Liverpool players and Turkish Airlines destinations.

Liverpool’s commercial team has already begun training staff on the new sponsorship integration. The transition will include updated merchandise displays and digital assets.

This deal demonstrates how global brands can leverage sports partnerships to enhance their international profiles. The collaboration between Turkish Airlines and Liverpool sets a new standard for cross-industry marketing alliances.