Liverpool ends a 17-year partnership with a new shirt front sponsor, revealing a deal worth over 10 billion baht.
On 8 September 2026, Liverpool announced a new shirt front sponsorship agreement with Turkish Airlines valued at over £60 million (2.673 billion baht) per year for the club.
This 5-year deal will generate more than £300 million (13.367 billion baht) for Liverpool, starting from the 2027-28 season.
Turkish Airlines will replace Standard Chartered, a global financial and banking group that has been Liverpool's principal partner since 2010, as the sponsor displaying its logo on the men's, women's, and academy team shirts.
Standard Chartered has been Liverpool's main partner for 17 years, with the current deal worth about £50 million (2.228 billion baht) per season. The company will transition to a global partner role from the 2027-28 season onward.
Liverpool believes the Turkish Airlines deal is the highest-earning shirt front sponsorship in Premier League history, although Manchester United claims its agreement with Snapdragon is also worth over £60 million per year.
Nevertheless, Liverpool's new deal underscores the club's massive market potential, having recently recorded a record revenue of £703 million for the fiscal year ending 31 May 2025.
Additionally, Fenway Sports Group, the club's owner, is set to receive £2 billion from selling a 38% stake to 1892 Holdings, an investment group led by Amit Pathia and including Jeff Bezos, Amazon's founder, and Eduardo Saverin, Facebook's co-founder.