Liverpool are preparing for a significant change to their kit sponsorship model, with Turkish Airlines set to replace Standard Chartered as the club\u2019s shirt sponsor from 2027-28. It will be Liverpool\u2019s first major shirt-front change in 17 years, underlining how rarely the club alters such a prominent commercial partnership.<\/p>\n
The club highlighted the status of the space in its own statement, saying: \u201cThe front of the shirt is one of the most recognizable positions in world sport and one that the club has historically reserved for long-term and meaningful partnerships,\u201d Liverpool said.<\/p>\n
The new branding will appear on men\u2019s, women\u2019s and academy match shirts. Liverpool will continue with AXA on training wear, while Expedia remains the sleeve sponsor on match kit.<\/p>\n
The Times and The Athletic reported at the same time that the five-year agreement is worth more than $405 million (\u00a3300 million) in total, or at least $81 million (\u00a360 million) a season. That would place it above Standard Chartered\u2019s previous deal, which had been worth $68 million (\u00a350 million) annually since its last renewal in 2022.<\/p>\n
Liverpool\u2019s commercial growth has been striking since 2010, with last season\u2019s revenue passing $946 million (\u00a3700 million) for the first time. One year of the Turkish Airlines agreement would be worth more than the club\u2019s entire commercial income 17 years ago.<\/p>\n
BBC Sport reported that Liverpool believe the contract is the most valuable shirt sponsorship in soccer, ahead of Manchester United\u2019s Snapdragon arrangement, which is worth $75 million and began in 2024.<\/p>\n
Manchester City and Arsenal take in more from Etihad Airways and Emirates respectively, but those deals also include stadium naming rights. The same is true of Real Madrid and Barcelona, whose agreements with Emirates and Spotify stretch beyond match shirts.<\/p>\n
Paris Saint-Germain and Bayern Munich are said to be in a similar range to Liverpool and Manchester United. Chelsea, by contrast, remain well behind after a run of short-term agreements and four seasons without a primary shirt sponsor, with onfield instability limiting their earning power.<\/p>\n","protected":false},"excerpt":{"rendered":"
Liverpool\u2019s new Turkish Airlines deal is set to surpass Standard Chartered and reshape elite shirt sponsorship.<\/p>\n","protected":false},"author":1,"featured_media":19289,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[175,172],"tags":[59,182],"class_list":["post-19290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-liverpool","category-epl","tag-featured","tag-transfers"],"_links":{"self":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts\/19290","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/comments?post=19290"}],"version-history":[{"count":0,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts\/19290\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/media\/19289"}],"wp:attachment":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/media?parent=19290"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/categories?post=19290"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/tags?post=19290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}