Liverpool FC Announces Turkish Airlines as New Main Club Partner From 2027.

Roger Hampel

Image: Unsplash/Sierra Alpha Juliet

Liverpool FC has named Turkish Airlines as its new main club partner from June 1, 2027, ending a 17-year period in which Standard Chartered has occupied the club’s principal front-of-shirt sponsorship position.

From the start of the 2027/28 season, Turkish Airlines branding will appear on the front of Liverpool’s men’s, women’s and Academy match shirts.

Standard Chartered, Liverpool’s main club partner since 2010, will remain on the shirt throughout 2026/27 before moving into a global partner role from June 2027. The transition allows Liverpool to introduce a new principal commercial partner while retaining one of its longest-standing corporate relationships.

Liverpool Makes First Main Partner Change in 17 Years Liverpool FC

The agreement represents a significant change within Liverpool’s commercial portfolio.

Standard Chartered has held the main club partner position since 2010, placing its branding on Liverpool shirts through a period that included major domestic and European sporting success and significant international expansion by the club.

That relationship will reach 17 years before the bank moves into a different sponsorship category.

Turkish Airlines will then take over one of Liverpool’s highest-profile commercial assets: the front of the playing shirt.

The rights extend across the organisation rather than being restricted to the men’s first team. Turkish Airlines branding will also feature on the women’s and Academy match shirts from 2027/28.

Turkish Airlines Adds Liverpool to Global Sports Portfolio

The commercial rationale centres heavily on international reach.

Liverpool has a supporter base distributed across global markets, while Turkish Airlines operates an extensive international network from its Istanbul hub and flies to more countries than any other airline, according to the company.

That overlap gives the partnership a clear international dimension. For Turkish Airlines, front-of-shirt exposure provides recurring visibility through Liverpool’s domestic and international football calendar, digital channels and the wider media footprint surrounding the club.

Standard Chartered Relationship Continues

The change does not mark the end of Liverpool’s relationship with Standard Chartered.

The bank will retain its existing main club partner status for the entirety of the 2026/27 season before transitioning to become a global partner when Turkish Airlines takes over in June 2027.

That structure gives Liverpool continuity with an existing long-term partner while opening its principal sponsorship inventory to a new brand.

It also differentiates the transition from a conventional sponsorship replacement, where the incumbent partner leaves the commercial portfolio entirely once its shirt rights expire. Liverpool did not disclose what assets or activation rights will form part of Standard Chartered’s new global partner agreement.

Executive Comments

Ben Latty, Chief Commercial Officer at Liverpool FC, said:

“This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027.”

Ahmet Olmustur, CEO of Turkish Airlines, 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.”