- Liverpool are set to begin a new era with Turkish Airlines as their shirt sponsor, ending the club's 17-year partnership with Standard Chartered.
Turkish Airlines is set to become Liverpool's next shirt sponsor, with the club's 17-year partnership with Standard Chartered coming to an end by the 2026-27 season, according to The Athletic.
Liverpool's £300m commercial agreement
The deal between Turkish Airlines and Liverpool values around £300 million for 5 years, which is £60 million to Liverpool per season. This is one of the biggest shirt sponsor deals in Premier League history, along with Manchester United's deal with Qualcomm for around £60 million per season.
Liverpool brings an end to their 17-year journey with Standard Chartered as the shirt sponsor since 2010 after ending the contract with Carlsberg.
Liverpool's shirt sponsor history
Liverpool’s first-ever shirt sponsor was electronic giants Hitachi from 1979 to 1982; later, Crown Paints appeared on the shirt during one of the most successful periods in Liverpool's history, as the club won multiple league titles and the European Cup.
From 1988 to 1992 they had an agreement with Candy, which was a home appliances company based in Italy. From 1992 to 2010 their shirt sponsor was Carlsberg, lasting 18 years with the club. Carlsberg remains the longest-serving shirt sponsor in the club’s history, with Standard Chartered coming second with 17 years of service